PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND EQUITY DIMEDIASI BRAND EXPERIENCE DAN SOCIAL MEDIA BENEFITS (Studi Kasus Peserta Segmen Bukan Penerima Upah BPJS Ketenagakerjaan Cabang Purbalingga)

Hadi, Sidiq Pratista (2024) PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND EQUITY DIMEDIASI BRAND EXPERIENCE DAN SOCIAL MEDIA BENEFITS (Studi Kasus Peserta Segmen Bukan Penerima Upah BPJS Ketenagakerjaan Cabang Purbalingga). Other thesis, STIE Bank BPD Jateng.

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Abstract

This study aims to analyze the influence of social media marketing on brand equity mediated by brand experience and social media benefits on Non-Wage Recipient Segment Participants of BPJS Ketenagakerjaan Purbalingga Branch. The population in this study were BPJS Ketenagakerjaan Non-Wage Recipient (BPU) segment participants of Purbalingga Branch who follow BPJS Ketenagakerjaan social media. The sampling technique used in this study was purposive sampling. The method of obtaining research respondents used a Google Form questionnaire instrument distributed to BPU Ketenagakerjaan participants. Data analysis was carried out using the Partial Least Square (PLS) method using SmartPLS software version 3. The results of the study showed that social media marketing activities had a positive and significant effect on brand experience, social media benefits and brand equity. Then it was found that brand experience had a positive and significant effect on both social media benefits and brand equity. Meanwhile, social media benefits had a positive and significant effect on brand equity. Furthermore, it is known that brand experience is able to mediate the influence of social media marketing activities on brand equity. Social media benefits are also able to mediate the influence of social media marketing activities on brand equity. Finally, it was found that social media benefits are able to mediate the influence of brand experience on brand equity

Item Type:	Thesis (Other)
Additional Information:	Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing terhadap brand equity dimediasi brand experience dan social media benefits pada Peserta Segmen Bukan Penerima Upah BPJS Ketenagakerjaan Cabang Purbalingga. Populasi pada penelitian ini adalah peserta BPJS Ketenagakerjaan segmen Bukan Penerima Upah (BPU) Cabang Purbalingga yang mengikuti media sosial BPJS Ketenagakerjaan. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling. Adapun cara mendapatkan responden penelitian menggunakan instrumen kuesioner google form yang disebarkan pada peserta BPU Ketenagakerjaan. Analisis data dilakukan dengan metode Partial Least Square (PLS) menggunakan software SmartPLS versi 3. Hasil penelitian menunjukkan bahwa social media marketing activities berpengaruh positif dan signifikan terhadap brand experience, social media benefits dan brand equity. Kemudian ditemukan bahwa brand experience berpengaruh positif dan signifikan terhadap social media benefits maupun brand equity. Adapun social media benefits berpengaruh positif dan signifikan terhadap brand equity. Selanjutnya, diketahui bahwa brand experience mampu memediasi pengaruh social media marketing activities terhadap brand equity. Social media benefits juga mampu memediasi pengaruh social media marketing activities terhadap brand equity. Terakhir, ditemukan bahwa social media benefits mampu memediasi pengaruh brand experience terhadap brand equity
Uncontrolled Keywords:	Social Media Marketing, Brand Equity, Brand Experience, Social Media Benefits
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	13 Sep 2024 04:38
Last Modified:	13 Sep 2024 04:38
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/2319

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