Anteseden dan Konsekuensi dari Consumer Brand Engagement

Authors

  • Anindya Priyatningtias Dwiputri Universitas Trisakti, Indonesia
  • Anindya Priyatningtias Dwiputri Universitas Trisakti, Indonesia
  • Sri Vandayuli Riorini Universitas Trisakti, Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i2.9266

Keywords:

Entertainment, Interaction, Customization, Electronic Word of Mouth (EWOM), Trendiness, Consumer Brand Engagement, Brand Image

Abstract

Penelitian ini memiliki tujuan untuk menganalisis pengaruh Entertainment, Customisation, Interaction, Electronic Word of Mouth (EWOM), dan Trendiness, terhadap Consumer Brand Engagement dan Consumer Brand Engagement terhadap Brand Image.  Sebanyak 360 responden dikumpulkan dengan menyebarkan kuesioner secara online. Perangkat lunak Structural Equation Model (SEM) dan AMOS 24 digunakan sebagai teknik analisis data. Purposive sampling adalah pendekatan yang diterapkan. Hasil penelitian ini menunjukkan bahwa Entertainment berpengaruh terhadap Consumer Brand engagement, Customisation berpengaruh terhadap Consumer Brand Engagement, Interaction berpengaruh terhadap Consumer Brand Engagement, Electronic Word of Mouth (EWOM) berpengaruh terhadap Consumer Brand Engagement, Trendiness berpengaruh terhadap Consumer Brand Engagementt, Consumer Brand Engagement berpengaruh terhadap Brand Image.

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Published

27-08-2023

How to Cite

Dwiputri, A. P., Dwiputri, A. P., & Riorini, S. V. (2023). Anteseden dan Konsekuensi dari Consumer Brand Engagement. Jurnal Pendidikan Tambusai, 7(2), 18313–18323. https://doi.org/10.31004/jptam.v7i2.9266

Issue

Vol. 7 No. 2 (2023): Agustus 2023

Section

Articles of Research

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