Pengaruh user-generated content, electronic word of mouth, dan social media marketing terhadap brand image H&M di Jakarta

Chandra, Suwandi (2024) Pengaruh user-generated content, electronic word of mouth, dan social media marketing terhadap brand image H&M di Jakarta. Skripsi thesis, Universitas Tarumanagara.

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Abstract

Abstract:
This study aims to examine the influence of user-generated content, electronic word of mouth, and social media marketing on H&M's brand image in Jakarta. This study uses a sampling technique in the form of convenience sampling which has been filled in by 147 respondents via a questionnaire in the forms of Google Forms. The data analysis technique used in this study is Partial Least Square-Structural Equation Modeling (PLS-SEM). The results of this study show that user-generated content and social media marketing have a positive influence on brand image, but electronic word of mouth does not have a positive influence on brand image. In addition, social media marketing has a positive influence on electronic word of mouth.

Abstrak:
Penelitian ini bertujuan untuk menguji pengaruh user-generated content, electronic word of mouth, dan social media marketing terhadap brand image H&M di Jakarta. Penelitian ini menggunakan teknik pengambilan sampel berupa convenience sampling yang telah diisi oleh 147 responden melalui kuesioner berupa Google Forms. Teknik analisis data yang digunakan di penelitian ini adalah Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian ini menunjukan bahwa user-generated content dan social media marketing memiliki pengaruh positif terhadap brand image, akan tetapi electronic word of mouth tidak memiliki pengaruh positif terhadap brand image. Selain itu social media marketing memiliki pengaruh positif terhadap electronic word of mouth.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	26 Jun 2025 04:05
Last Modified:	26 Jun 2025 04:05
URI:	https://repository.untar.ac.id/id/eprint/47392

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