Detail The Mediating Role of Trust, Perceived Value, and Relationship Equity on the Influence of Entertainment and Interactivity on Purchase Intention at Celebrity Fitness Centers Bibliografi Author: Rahmani, Indita Thea ; Setiyaningrum, Ari (Advisor) Topik: social media marketing activities; entertainment; interactivity; trust; perceived value; relationship equity; purchase intention. Bahasa: (EN )     Penerbit: Program Studi Magister Manajemen Fakultas Ekonomi dan Bisnis Unika Atma Jaya     Tempat Terbit: Jakarta    Tahun Terbit: 2024     Jenis: Theses - Master Thesis Fulltext: Indita Thea Rahmani_Master Theses_2024.pdf (2.66MB; 2 download) 202200020041_Indita Thea Rahmani_2024.pdf (323.73KB; 1 download) Abstract This research is based on the phenomenon where social media marketing activities, particularly the dimensions of entertainment and interactivity, can influence consumers' purchase intentions. In the context of fitness centers like Celebrity Fitness, engaging and interactive marketing activities are expected to build strong relationships with potential customers and influence their purchasing decisions. The purpose of this study is to examine the impact of social media marketing activities on consumer purchase intentions with the mediating roles of trust, perceived value, and relationship equity at Celebrity Fitness Indonesia. The goal of this research is to understand how these factors interact and influence consumers' decisions to join the fitness center. The research method used was an online survey by distributing questionnaires to 290 millennial respondents who had never been members of Celebrity Fitness in Jabodetabek. The sampling methods used were purposive sampling and snowball sampling. The data analysis tool used was SEM-PLS with SmartPLS software. The results of this study indicate that the dimensions of entertainment and interactivity in social media marketing activities significantly affect purchase intention. However, trust, perceived value, and relationship equity do not mediate the influence of entertainment and interactivity on purchase intention. These findings suggest that although these elements are important in building relationships with consumers, they do not directly mediate the impact of marketing activities on purchasing decisions for fitness center memberships. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

Copyright © 2006, 2007 Unika Atma Jaya, all rights reserved