PENGARUH SOCIAL MEDIA ENGAGEMENT DAN BRAND TRUST TERHADAP BRAND ADVOCACY: Survei terhadap Pelanggan Erigo pada platform Shopee di Indonesia

May Elisa Debora Simarmata, - (2023) PENGARUH SOCIAL MEDIA ENGAGEMENT DAN BRAND TRUST TERHADAP BRAND ADVOCACY: Survei terhadap Pelanggan Erigo pada platform Shopee di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

This study aims to obtain an overview and influence of social media involvement and brand trust on brand advocacy for Erigo customers through the Shopee platform in Indonesia. This research uses descriptive and verification methods with a quantitative approach. The sample of this research is 200 respondents who are Erigo customers who make reviews on the Shopee platform in Indonesia. The data were processed statistically using the Structural Equation Modeling (SEM) method. The findings in this study found that the descriptions of social media engagement, brand trust and brand advocacy were in a fairly good category. Social media engagement and brand trust have a positive influence on brand advocacy. These findings show that the application of social media engagement and brand trust creates brand advocacy for Erigo customers through Shopee in Indonesia.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?authuser=2&user=J1By1scAAAAJ ID SINTA Dosen Pembimbing : Agus Rahayu : 5985049 Dita Amanah : 5976422
Uncontrolled Keywords: Brand Advocacy, Brand Trust, E-commerce dan Social Media Engagement
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HF Commerce
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: May Elisa Debora Simarmata
Date Deposited: 29 Sep 2023 01:28
Last Modified: 29 Sep 2023 01:28
URI: http://repository.upi.edu/id/eprint/108319

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