Analisis Pengaruh Brand Satisfaction, Brand Love, dan Live Shopping Dimediasi Brand Engagement Terhadap Minat Beli Konsumen Produk Skincare Bening’s Klinik di Lamongan
DOI:
https://doi.org/10.54543/syntaximperatif.v6i2.681Keywords:
Brand Satisfaction, Brand Love, Brand Engagement, Live Shopping, Minat BeliAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh brand engagement terhadap minat beli, band love terhadap brand engagement, brand love terhadap minat beli, brand satisfaction terhadap brand engagement, brand satisfaction terhadap minat beli, live shopping terhadap brand engagement, live shopping terhadap minat beli produk kecantikan Bening’s Klinik. Penelitian ini juga menguji mediasi live shopping pada pengaruh brand engagement terhadap minat beli. Responden yang menjadi sampel penelitian ini dari umur 17 – 50 tahun. Penelitian ini menggunakan model struktural (PLS-SEM) untuk menganalisis data. Hasil penelitian ini menunjukkan bahwa brand engagement berpengaruh positif signifikan terhadap minat beli , band love berpengaruh positif signifikan terhadap brand engagement, brand love tidak berpengaruh signifikan terhadap minat beli, brand satisfaction berpengaruh positif signifikan terhadap brand engagement, brand satisfaction berpengaruh positif signifikan terhadap minat beli, live shopping tidak berpengaruh signifikan terhadap brand engagement, live shopping tidak berpengaruh signifikan terhadap minat beli, dan mediasi live shopping tidak berpengaruh signifikan pada pengaruh brand engagement terhadap minat beli. Temuan ini menunjukkan bahwa pemasar produk kecantikan dapat memanfaatkan brand engagement, brand satisfaction, brand love, live shopping dan minat beli pada sebuah merek dalam strategi pemasaran.
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