Dampak Aktivitas Pemasaran Media Sosial, Kecintaan Merek Dan Kepercayaan Merek Terhadap Willingness To Participate In Online Co-Creation Dengan Kepuasan Sebagai Variabel Mediasi
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Nabila, Amilia Jasmin
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-01-26 07:16:09
Abstract :
This study aims to examine and analyze the effect of social media marketing activities, brand love, brand trust on willingness to participate in online co-creation and the mediating impact of satisfaction on the effect of social media marketing activities, brand love, brand trust on willingness to participate in online co-creation on Nike sports shoes. The sample of this research is NIKE brand shoe company. The number of samples taken as many as 500 respondents. The sampling technique used purposive sampling. The data collection method uses a survey. The data analysis technique used is Partial Least Square Structural Equation Modeling (PLS SEM) using the WarpPLS 7.0 program. Based on the results of the study, it is known that (1) Social media marketing activities and brand trust have a significant positive effect on the willingness to participate in online creations (2) Brand love has an insignificant positive effect on willingness to participate in online creations (3) satisfaction does not mediate the influence of social media marketing activities, brand love and brand trust in willingness to participate in online co-creation.
This study aims to examine and analyze the effect of social media marketing activities, brand love, brand trust on willingness to participate in online co-creation and the mediating impact of satisfaction on the effect of social media marketing activities, brand love, brand trust on willingness to participate in online co-creation on Nike sports shoes. The sample of this research is NIKE brand shoe company. The number of samples taken as many as 500 respondents. The sampling technique used purposive sampling. The data collection method uses a survey. The data analysis technique used is Partial Least Square Structural Equation Modeling (PLS SEM) using the WarpPLS 7.0 program. Based on the results of the study, it is known that (1) Social media marketing activities and brand trust have a significant positive effect on the willingness to participate in online creations (2) Brand love has an insignificant positive effect on willingness to participate in online creations (3) satisfaction does not mediate the influence of social media marketing activities, brand love and brand trust in willingness to participate in online co-creation.
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