PENGARUH SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP WILLINGNESS TO PAY PRODUK FASHION H&M DIMEDIASI BRAND EQUITY (Survei Pada Pelanggan Merek Fashion H&M Di Kabupaten Sleman Yogyakarta)

MILLENIO, THEODORUS NOBEL (2023) PENGARUH SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP WILLINGNESS TO PAY PRODUK FASHION H&M DIMEDIASI BRAND EQUITY (Survei Pada Pelanggan Merek Fashion H&M Di Kabupaten Sleman Yogyakarta). Other thesis, UPN Veteran Yogyakarta.

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	Text 02 PENGESAHAN.pdf Download (797kB)
	Text 03 DAFTAR ISI.pdf Download (266kB)
	Text 04 ABSTRAK.pdf Download (218kB)
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Abstract

The development of H&M fashion retail is getting better and accepted by the people of
Indonesia, but in particular it is also facing challenges because there are more and more fashion
products being sold in the market at lower prices which encourage consumers to easily switch
to other brands. The development of fashion has spurred the emergence of local brands in
Indonesia, which are currently appearing in the community and receiving a positive response
because local brands sell products made of premium materials at prices that are not much
different from those sold by brands such as H&M. This research examine the influence of
Social Media Marketing And Electronic Word Of Mouth On Willingness To Pay H&M
Product Mediated By Brand Equity in Sleman City, Yogyakarta. This research is a quantitative
research using survey methods, the sampling method used in this research is purposive
sampling, and the sample is 100 responden. The research variable data was processed using
the Smart PLS software. The analytical methods used included validity and reliability test,
descriptive statistical analysis, Outer Model analysis, and Inner Model Analysis. Social media
marketing has a positive and significant effect on electronic word of mouth for H&M
consumers in Sleman Regency, Yogyakarta, Social media marketing has a positive and
significant effect on willingness to pay for H&M consumers in Sleman Regency, Yogyakarta,
Social media marketing has a positive and significant effect on willingness to pay with brand
equity as mediation for H&M consumers in Sleman Regency, Yogyakarta, Electronic word of
mouth has a positive and significant effect on willingness to pay for H&M consumers in
Sleman Regency, Yogyakarta, Electronic word of mouth has a positive and significant effect
on willingness to pay with brand equity as mediation for H&M consumers in Sleman Regency,
Yogyakarta, and Brand equity has a positive and significant effect on willingness to pay for
H&M consumers in Sleman Regency, Yogyakarta.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	brand equity, willingness to pay, social media marketing
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	A.Md Sepfriend Ayu Kelana Giri
Date Deposited:	05 Jun 2023 06:51
Last Modified:	05 Jun 2023 06:51
URI:	http://eprints.upnyk.ac.id/id/eprint/35799

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