Pengaruh Social Media Marketing Terhadap Purchase Intention Melalui Brand Passion Sebagai Variabel Mediasi Pada Samsung Indonesia
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Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner kepada 401 responden. Penilaian dilakukan dengan menggunakan skala likert lima poin. Teknik analisis data yang digunakan dalam penelitian ini yaitu analisis statistik deskriptif dan Structural Equation Modeling (SEM) dengan bantuan software AMOS 26. Hasil analisis pada penelitian ini menyatakan bahwa firm created content berpengaruh signifikan terhadap pengguna TikTok untuk membuat konten di TikTok, dan firm created content berpengaruh terhadap brand passion pelanggan. Lalu ditemukan dan dibuktikan bahwa user generated content tidak berpengaruh secara signifikan terhadap brand passion dan brand passion berpengaruh secara signifikan terhadap purchase intention. Berdasarkan hasil penelitian yang telah dilakukan oleh penulis ini, diharapkan bisa menjadi referensi untuk penelitian di masa yang akan datang dengan menggunakan variabel yang sama dan juga untuk perusahaan dapat memberikan manfaat yaitu mengenai social media marketing, brand passion, dan minat beli.
Kata kunci : Social media marketing, Structural equation modelling, Purchase intention, Brand passion
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DOI: https://doi.org/10.37531/yum.v6i2.4357
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