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Submitted
11 August 2022
Accepted
17 August 2022
Published
17 August 2022
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Abstract

Penelitian ini bertujuan untuk menjelaskan pengaruh niat beli terhadap anteseden pemasaran media sosial dengan mediasi pemasaran media sosial dan loyalitas merek sebagai variabel intervening pada produk Maybelline. Pada penelitian ini, peneliti menggunakan convenience sampling yang dapat membantu peneliti menemukan informasi maupun data penelitian yang diinginkan. Penggunaan metode analisis data peneliti menggunakan analisis deskriptif, analisis faktor yang diolah dengan bantuan software SPSS sebanyak 50 responden dan analisis SEM yang diolah dengan alat bantu software Smart-PLS sebanyak 150 responden. Hasil dari penelitian ini menunjukkan bahwa variabel anteseden pemasaran media sosial berpengaruh positif dan signifikan terhadap variabel pemasaran media sosial. Adapun variabel anteseden pemasaran media sosial dan pemasaran media sosial berpengaruh positif dan signifikan terhadap loyalitas merek. Sama halnya variabel pemasaran media sosial dan loyalitas merek berpengaruh positif dan signifikan terhadap niat beli. Namun berbeda hal pada anteseden pemasaran media sosial tidak berpengaruh positif terhadap niat beli.

Keywords

anteseden pemasaran media sosial pemasaran media sosial pengalaman merek, afeksi merek, gairah merek, koneksi merek diri, dan loyalitas merek niat beli

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Copyright (c) 2022 Syifa Nathania Farhani, Albari

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Farhani, S. N., & Albari. (2022). Pengaruh Niat Beli terhadap Anteseden Pemasaran Media Sosial dengan Mediasi Pemasaran Media Sosial dan Loyalitas Merek sebagai Variabel Intervening pada Produk Maybelline. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(3), 168–185. Retrieved from https://journal.uii.ac.id/selma/article/view/25106
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