Pengaruh Brand Reputation, Price Acceptability Dan Quality Consciousness Terhadap Brand Excitement Pada Brand Engagement Iphone: Efek Moderasi Fear Of Missing Out Repository

Pengaruh Brand Reputation, Price Acceptability Dan Quality Consciousness Terhadap Brand Excitement Pada Brand Engagement Iphone: Efek Moderasi Fear Of Missing Out

Naura Salsabila (2022) Pengaruh Brand Reputation, Price Acceptability Dan Quality Consciousness Terhadap Brand Excitement Pada Brand Engagement Iphone: Efek Moderasi Fear Of Missing Out. Skripsi thesis, UNIVERSITAS AIRLANGGA,.

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Official URL: https://lib.unair.ac.id/

Abstract

Penelitian ini bertujuan untuk meneliti peran brand reputation, price acceptability dan quality consciousness terhadap brand excitement dan brand engagement dengan fear of missing out sebagai moderator. Peneliti memilih Iphone sebagai objek penelitian karena melihat dari jumlah angka pengguna aktif Iphone saat ini sudah berjumlah lebih dari 1 miliar pengguna. Praktisi Demokrasi Digital menjelaskan sebanyak 68 persen generasi millennial Indonesia terjangkit FOMO. Dalam penelitian ini, FoMO dibagi menjadi 2 dimensi yaitu social FoMO dan personal FoMO. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif survei. Data pada penelitian ini diperoleh dari kuesioner yang disebarkan secara online melalui Google Form kepada responden yang menggunakan Iphone dan telah mengikuti perkembangan Iphone. Masing-masing variabel menggunakan lima indikator yang diukur menggunakan skala Likert 5 poin. Total jawaban responden yang digunakan berjumlah 350 responden. Hasil jawaban responden tersebut selanjutnya ditabulasi dan dianalisis dengan teknik pengujian data Structural Equation Modeling (SEM) dan menggunakan software Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa FoMO dapat memoderasi hubungan price acceptability terhadap brand excitement. Dari 2 dimensi FoMO (social dan personal) telah ditemukan bahwa personal FoMO lebih kuat dalam memoderasi hubungan price acceptability terhadap brand excitement dibandingkan social FoMO. Kemudian, brand excitement memiliki pengaruh positif terhadap brand engagement.

Item Type:

Thesis (Skripsi)

Additional Information:

KKB KK-2 S.FEB.M.47-22 Nau p

Uncontrolled Keywords:

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Subjects:

H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products
H Social Sciences > HM Sociology

Divisions:

04. Fakultas Ekonomi dan Bisnis > Manajemen

Creators: