Analisis Hubungan Antara Kualitas Informasi, Fungsionalitas, Keterlibatan Konsumen, Dan Ekuitas Merek Pada Pengguna Tiktok Shop
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Nurwenda, Frisda Dwi
Subject
658 - GENERAL MANAGEMENT
Datestamp
2023-05-15 06:32:01
Abstract :
Information Quality, Functionality and Brand Equity for users of the TikTok Shop application are very necessary to be able to create Consumer Engagement. This study aims to determine the effect of information quality and functionality on brand equity through consumer involvement in TikTok Shop users. This type of research uses a purposive sampling technique. The research data was collected by distributing questionnaires which were then processed using WarpPls 7.0. A sample of 100 respondents was collected from the cities of Surabaya, Sidoarjo, Mojokerto and Gresik. . This study concludes that the quality of information and functionality has a significant effect on consumer engagement and consumer engagement has a significant effect on brand equity among TikTok Shop users. . With this variable, it is hoped that people from the cities of Surabaya, Sidoarjo, Mojokerto and Gresik will choose to buy products at the TikTok Shop.
Information Quality, Functionality and Brand Equity for users of the TikTok Shop application are very necessary to be able to create Consumer Engagement. This study aims to determine the effect of information quality and functionality on brand equity through consumer involvement in TikTok Shop users. This type of research uses a purposive sampling technique. The research data was collected by distributing questionnaires which were then processed using WarpPls 7.0. A sample of 100 respondents was collected from the cities of Surabaya, Sidoarjo, Mojokerto and Gresik. . This study concludes that the quality of information and functionality has a significant effect on consumer engagement and consumer engagement has a significant effect on brand equity among TikTok Shop users. . With this variable, it is hoped that people from the cities of Surabaya, Sidoarjo, Mojokerto and Gresik will choose to buy products at the TikTok Shop.
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