Ali, Tegar (2022) Pengaruh Dimensi Digital Content Marketing Terhadap E-Wom dengan Social Impact Transfer Sebagai Variabel Mediasi pada Pelaku Usaha Kripik Balado di Kota Padang: Studi Kasus pada Akun Instagram Kripik Balado Shirley. Skripsi thesis, Universitas Negeri Padang.
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Abstract
This study aims to analyze how the influence of Social Media Content activities with dimensions including Content Information, Contern Entertainment, Self Experience, and Social Interaction on Social Impact Transfer as a mediating variable. This research was conducted using quantitative methods. The population of this research is all customers who have visited and shopped at K and know the social media used by Kripik Balado Shirley’s Instagram Account. The research sample was 210 respondents. This study uses a structural equation model (SEM) test with PLS 3.0 smart software. The results of this study include: (1) Content Information has a positive and significant effect on Social Impact Transfer. (2) Content Entertainment has a positive and significant effect on Social Impact Transfer (3) Social Interaction has a positive and significant effect on Social Impact Transfer (4) Self Experience has a positive and significant effect on Social Impact Transfer (5) Social Impact Transfer has a positive and significant effect on significant effect on Electronic Word of Mouth (6) Content Information has a positive and significant effect on Electronic Word of Mouth with Social Impact Transfer as a mediating variable (7) Content Entertainment has a positive and significant effect on Electronic Word of Mouth with Social Impact Transfer as a mediating variable (8) Social Interaction has a positive and significant effect on Electronic Word of Mouth. With Social Impact Transfer as a mediating variable (9) Self Experience has a positive and significant effect on Electronic Word of Mouth with Social Impact Transfer as a mediating variable
| Item Type: | Thesis (Skripsi) | ||||||||||||
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| Uncontrolled Keywords: | DIGITAL CONTENT MARKETING-SOCIAL IMPACT TRANSFER | ||||||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | Fakultas Ekonomi > Manajemen - S1 | ||||||||||||
| Depositing User: | Arlianis | ||||||||||||
| Date Deposited: | 02 Mar 2023 02:18 | ||||||||||||
| Last Modified: | 02 Mar 2023 02:19 | ||||||||||||
| URI: | http://repository.unp.ac.id/id/eprint/42516 |
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