Lestari, Ika (2024) Pengaruh Brand Equity Dan Brand Love Terhadap Brand Trust Dengan Social Media Marketing Sebagai Variabel Intervening Pada Produk Perawatan Kulit Somethinc (Studi Pada Followers Instagram @Beliacosmetic). Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
20042010036-Cover.pdf Download (1MB) |
|
Text (Bab 1)
20042010036-Bab 1.pdf Download (488kB) |
|
Text (Bab 2)
20042010036-Bab 2.pdf Restricted to Repository staff only until 31 May 2026. Download (312kB) |
|
Text (Bab 3)
20042010036-Bab 3.pdf Restricted to Repository staff only until 31 May 2026. Download (356kB) |
|
Text (Bab 4)
20042010036-Bab 4.pdf Restricted to Repository staff only until 31 May 2026. Download (678kB) |
|
Text (Bab 5)
20042010036-Bab 5.pdf Download (227kB) |
|
Text (Daftar Pustaka)
20042010036-Daftar Pustaka.pdf Download (237kB) |
|
Text (Lampiran)
20042010036-Lampiran.pdf Restricted to Repository staff only until 31 May 2026. Download (1MB) |
Abstract
This research analyzes the influence of Brand Equity and Brand Love on Brand Trust through Social Media Marketing as an intervening variable in Somethinc skin care products. The study was conducted on Instagram followers @beliacosmetic. Using quantitative methods and purposive sampling techniques, this research involved 144 respondents. Based on data analysis techniques, validity testing, reliability testing, classical assumption testing, and hypothesis testing using path analysis and Sobel test analysis with the help of a data processing program using SPSS for Windows version 24. The results of this research are 1) Brand Equity has a positive but not significant effect on Brand Trust of Somethinc products 2) Brand Love has a negative and insignificant influence on Brand Trust of Somethinc products 3) Brand Equity has a positive and significant influence on Social Media Marketing of Somethinc products 4) Brand Love has a positive and significant influence on Social Media Marketing of Somethinc products 5) Social Media Marketing has a positive and significant influence on Brand Trust through Social Media Marketing of Somethinc products 6) Brand Equity has a negative and insignificant influence on Brand Trust of Somethinc products 7) Brand Love has a positive and significant influence on Brand Trust through Social Media Marketing Somethinc products. Keywords: Brand Equity, Brand Love, Brand Trust, Social Media Marketing
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Ika Lestari | ||||||||
| Date Deposited: | 31 May 2024 06:58 | ||||||||
| Last Modified: | 31 May 2024 06:58 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/23698 |
Actions (login required)
 |
View Item |