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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Arnandi
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Menjaga Keaslian Brand pada Brand Authenticity dengan Menggunakan Metode The Planned Behaviour Arnandi; Kurniawati; Yolanda Masnita
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.4411

Abstract

This study aims to deepen knowledge about the importance of the concept of Social Media Marketing towards Brand Authenticity, as well as to build hypotheses related to consumer potential and managerial implications for marketing. Through an in-depth study of various existing literature, it can be concluded that Social Media Marketing have significant impact to Brand Authenticity. Objectives - This study aims to highlight the mediating role of Value Co-Creation between Social Media Marketing (eWOM, Trendiness, Social Support) and Brand Authenticity. The study conducted a survey of the general public with respondents who use social media such as Instagram, TikTok, Facebook and Twitter with a sample size of 302 using Google Form and Structural Equation Modeling (SEM) to test the relationship hypothesis in the proposed model
Co-Authors Kurniawati