PENGARUH KEPERCAYAAN MEREK DAN KELOMPOK REFERENSI TERHADAP LOYALITAS MEREK PENGGUNA MEDIA SOSIAL BERBASIS APLIKASI MOBILE PATH

ANDALUSIA, LULU (2017) PENGARUH KEPERCAYAAN MEREK DAN KELOMPOK REFERENSI TERHADAP LOYALITAS MEREK PENGGUNA MEDIA SOSIAL BERBASIS APLIKASI MOBILE PATH. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh positif antara kepercayaan merek dan kelompok referensi terhadap loyalitas merek media sosial berbasis aplikasi mobile Path. Penelitian ini menggunakan data 140 kuesioner yang dikumpulkan dari mahasiswa yang berada di Universitas Mercu Buana Jakarta Barat sebagai sampelnya. Analisis data yang digunakan adalah Structural Equation Modelling (SEM) pada program aplikasi LISREL 9.10. Hasil penelitian ini menunjukan bahwa terdapat pengaruh secara parsial antara variabel kepercayaan merek, kelompok referensi dan loyalitas merek media sosial berbasis aplikasi mobile Path. Hal ini dibuktikan dari hasil pengujian hipotesis dan uji model struktural (t-value) juga menunjukan nilai signifikan dari ketiga variabel yang mendukung hipotesa. Oleh karena itu hasil uji dari penelitian ini menyatakan bahwa terdapat pengaruh secara parsial antara variabel kepercayaan merek, kelompok referensi terhadap loyalitas merek media sosial berbasis aplikas mobile Path.This study aims to determine whether there is a positive influence between brand trust and references group on brand loyalty of mobile social media Path. This study uses data collected from 140 questionnaires who were students in Mercu Buana University West Jakarta as a sample. Data analysis tool used is Structural Equation Modelling ( SEM ) on the application program LISREL 9.10. The result of this research shows that there is partial influence between brand trust variable, references group and brand loyalty of mobile social media Path. This is evidenced from the results of hypothesis testing and structural model test (t-value) also shows significant value of the three variables that support the hypothesis. Therefore the test result of this research stated that there is partial influence between brand trust variables, references group on brand loyalty of mobile social media Path.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 17 432
NIM/NIDN Creators: 43112120128
Uncontrolled Keywords: kepercayaan merek, kelompok referensi, loyalitas merek
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.5 Relations of Individual to Society/Hubungan antara Individu dan Masyarakat > 302.52 Relation Through Reference Groups/Hubungan Melalui Kelompok Referensi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: NAJLA
Date Deposited: 06 Mar 2024 07:09
Last Modified: 06 Mar 2024 07:09
URI: http://repository.mercubuana.ac.id/id/eprint/86856

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