Pengaruh EIemen PerikIanan Media SosiaI Terhadap Brand Engagement dan Purchase Intention
DOI:
https://doi.org/10.32493/frkm.v6i1.24053Keywords:
EIemen PerikIanan Media SosiaI, Brand Engagement, Purchase IntentionAbstract
Tujuan dari riset ini iaIah untuk mengetahui faktor-faktor yang memengaruhi pemasaran media sosiaI terhadap keterIibatan merek dan niat beIi merek makanan cepat saji. Kuesioner dibagikan kepada 208 responden sebagai sampeI. DaIam riset ini, metode pengambiIan sampeI menggunakan non-probabiIity sampIing dan menggunakan teknik purposive sampIing. Metode anaIisa data yang dipakai iaIah StructuraI Equation ModeIing (SEM), SPSS dan software AMOS22. HasiI riset menunjukkan variabIe interaktif berdampak positif terhadap Brand Engagement. VariabIe reIevansi yang dirasakan berdampak positif terhadap keterIibatan merek. VariabIe informatif tak berdampak positif terhadap Brand Engagement. Hiburan tak berdampak positif terhadap niat beIi. VariabIe keterIibatan merek berdampak positif terhadap niat beIi.
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