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25 January 2023
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29 January 2023
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29 January 2023
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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas konten dan interaktivitas merek dalam media sosial terhadap kesadaran merek konsumen dan niat belinya. Populasi dalam penelitian ini adalah siapapun pengikut media sosial fashion muslim di Indonesia. Data primer yang digunakan berasal dari 200 responden yang diperoleh dengan menyebarkan kuesioner secara daring. Metode sampling yang digunakan dalam penelitian ini adalah purposive sampling. Alat analisis data yang digunakan adalah Structural equation modeling (SEM) yang dioperasikan menggunakan aplikasi AMOS versi 22. Hasil analisis data membuktikan bahwa sebelas hipotesis dinyatakan berhasil dan signifikan. Kualitas konten dan interaktivitas merek berpengaruh positif dan signifikan terhadap kesadaran merek. Kualitas konten dan interaktivitas merek berpengaruh positif dan signifikan terhadap motivasi hedonis dan utilitarian. Motivasi hedonis dan utilitarian berpengaruh positif dan signifikan terhadap keterlibatan konsumen. Keterlibatan konsumen berpengaruh positif dan signifikan terhadap kesadaran merek. Keterlibatan konsumen dan kesadaran merek berpengaruh positif dan signifikan terhadap niat pembelian.

Keywords

kualitas konten interaktivitas merek niat pembelian media sosial model SOR

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Muflichah, I., & Muslichah , I. (2023). Analisis Pengaruh Kualitas Konten Media Sosial Merek terhadap Kesadaran Merek dan Niat Pembelian pada Merek Fashion Muslim. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(6), 251–272. Retrieved from https://journal.uii.ac.id/selma/article/view/27396
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