PENGARUH SOCIAL MEDIA INTERACTIVITY, SOCIAL MEDIA BENEFITS DAN SOCIAL MEDIA REWARD TERHADAP EMOTIONAL ATTACHMENT MELALUI BRAND IMAGE PADA PENGGUNA TIKET.COM DI SURABAYA
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Abstract
Tujuan penelitian ini adalah untuk mengetahui apakah variabel Social Media Interactivity, Social Media Benefits, dan Social Media Reward memiliki pengaruh terhadap Emotional Attachment melalui Brand Image pada Pengguna Tiket.com di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data primer dengan kuesioner yaitu melalui Google form yang disebarkan menggunakan media sosial Whatsapp, Iine, Instagram, dan lain – lain. Metode penentuan sampling pada penelitian ini menggunakan non probability sampling dengan teknik purposive sampling. Metode dari penelitian ini menggunakan metode Structural Equation Modeling. Model pengukuran pada penelitian ini diukur menggunakan aplikasi AMOS 24. Berdasarkan hasil penelitian ini dari hipotesis yang ada menunjukkan bahwa H1: variabel Social Media Interactivity tidak memiliki pengaruh signifikan terhadap variabel Brand Image. H2: Social Media Benefits memiliki pengaruh signifikan terhadap variabel Brand Image. H3: variabel Social Media Reward memiliki pengaruh signifikan terhadap variabel Brand Image. H4: Brand Image memiliki pengaruh signifikan terhadap variabel Emotional Attacment. H5: Brand Image tidak memediasi signifikan pengaruh variabel Social Media Interactivity terhadap Emotional Attachment. H6: Brand Image signifikan memediasi pengaruh variabel Social Media Benefits terhadap Emotional Attachment. H7: Brand Image signifikan memediasi pengaruh variabel Social Media Reward terhadap Emotional Attachment.
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