PENGARUH SOSIAL MEDIA ACTIVITIES TERHADAP EMOTIONAL ATTACHMENT PADA PERUSAHAAN KOPIGO DI KOTA BUKITTINGGI DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI

Bagas Dwi Sandika, Yasri Yasri

Abstract


Penelitian ini bertujuan untuk mengetahui dan menguji pengaruh Social Media Activities terhadap Emotional Attachment pada Perusahaan Kopigo di kota Bukittiggi dengan Brand Image sebagai variabel mediasi. Populasi dalam penelitian ini adalah konsumen yang pernah berbelanja di Kopigo Kota Bukittinggi dengan populasi sebanyak 250 orang. Sampel bagian dari populasi yang memiliki karakteristik tertentu serta dipilih melalui prosedur yang memugkinkan untuk mewakili keseluruhan populasi. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dan teknik yang diterapkan adalah purposive sampling. Analisis data dilakukan dengan menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa: Social Media Activities memiliki pengaruh yang positif dan signifikan terhadap Emotional Attachment, Social Media Activities yang dilakukan berpengaruh positif terhadap Brand Image, Brand Image memiliki pengaruh positif dan signifikan terhadap Emotional Attachment, dan Brand Image memediasi secara signifikan pengaruh Social Media Activities terhadap Emotional Attachment

Keywords


Social Media Activities, Emotional Attachment, Brand Image

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DOI: https://doi.org/10.17509/ijdb.v5i3.91604

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