PREDICTING SOCIAL MEDIA USAGE MOTIVES TOWARD BRAND PERFORMANCE: COMMUNITY RELATIONSHIP AND COMMUNITY IDENTIFICATION AS MEDIATING VARIABLES

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh motif penggunaan media sosial terhadap kinerja merek dengan hubungan komunitas dan identifikasi komunitas sebagai variabel mediasi. Pendekatan metode kuantitatif digunakan dalam penelitian ini. Data dikumpulkan dengan menyebarkan kuesioner elektronik menggunakan metode purposive sampling dengan jumlah sampel 215 responden. Sebelum data dianalisis menggunakan PLS-Structural Equation Modelling, terlebih dahulu dilakukan uji reliabilitas dan validitas indikator penelitian. Hasil penelitian menunjukkan bahwa dari 15 hipotesis penelitian terdapat 12 hipotesis penelitian yang didukung. This study aims to determine the effect of brand social media usage motives with community relations and to determine performance as a mediating variable. The quantitative approach used in this study. Data were collected by distributing electronic questionnaires using purposive sampling method with a total sample of 215 respondents. Before the data was analyzed using PLS-Structural Equation Modeling, the reliability and validity of the research indicators were tested first. The results showed that from the 15 research hypotheses there were 12 research hypotheses that were supported.