Pengaruh social media marketing terhadap customer relationship management dan brand equity untuk membangun purchase intention sepeda motor Honda di Surabaya

Susanti, Erma (2015) Pengaruh social media marketing terhadap customer relationship management dan brand equity untuk membangun purchase intention sepeda motor Honda di Surabaya. Undergraduate thesis, Widya Mandala Catholic University.

[thumbnail of ABSTRAK]
Preview
 Text (ABSTRAK)
ABSTRAK.pdf
Download (532kB) | Preview
[thumbnail of BAB 1]
Preview
 Text (BAB 1)
BAB 1.pdf
Download (29kB) | Preview
[thumbnail of BAB 2] Text (BAB 2)
BAB 2.pdf
Restricted to Registered users only
Download (211kB)
[thumbnail of BAB 3] Text (BAB 3)
BAB 3.pdf
Restricted to Registered users only
Download (934kB)
[thumbnail of BAB 4] Text (BAB 4)
BAB 4.pdf
Restricted to Registered users only
Download (257kB)
[thumbnail of BAB 5]
Preview
 Text (BAB 5)
BAB 5.pdf
Download (94kB) | Preview
[thumbnail of LAMPIRAN]
Preview
 Text (LAMPIRAN)
LAMPIRAN.pdf
Download (677kB) | Preview

Abstract

Tujuan penelitian ini adalah menjelaskan pengaruh: Social Media Marketing terhadap Customer Relationship Management, SMM terhadap brand equity, CRM terhadap purchase intention, brand equity terhadap purchase intention, dan pengaruh SMM terhadap purchase intention baik secara langsung maupun tidak langsung. Desain penelitian ini adalah kausal. Variabel penelitian meliputi: SMM, CRM, brand equity, dan purchase intention. Jumlah sampel penelitian sebanyak 160 sampel dan teknik analisis data adalah structural equation model. Temuan penelitian ini menunjukkan bahwa SMM berpengaruh positif terhadap CRM, SMM berpengaruh positif terhadap brand equity, CRM berpengaruh positif terhadap purchase intention, brand equity berpengaruh positif terhadap purchase intention, dan SMM berpengaruh positif terhadap purchase intention baik secara langsung maupun tidak langsung. Hasil penelitian ini menunjukkan bahwa lima hipotesis penelitian yang diajukan adalah terbukti.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Social Media Marketing, Customer Relationship Management, Brand Equity, Purchase Intention
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Operator Teknis
Date Deposited: 03 Dec 2015 04:39
Last Modified: 03 Dec 2015 04:39
URI: https://repository.ukwms.ac.id/id/eprint/3918

Actions (login required)

View Item View Item