PENGARUH INTELLECTUAL EXPERIENCE DAN AFFECTIVE EXPERIENCE PADA SOCIAL BRAND ENGAGEMENT DENGAN KOMITMEN SEBAGAI PEMODERASI
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh intellectual experience dan affective experience terhadap social brand engagement dengan komitmen sebagai variabel moderasi. Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling. Sampel pada penelitian ini sebanyak 311. Metode pengumpulan data yang digunakan pada penelitian ini menggunakan kuesioner dengan menggunakan google form. Teknik analisis data dalam penelitian ini menggunakan analisis regresi linear berganda dan moderated regression analysis Hasil pada penelitian ini menunjukan bahwa intellectual experience berpengaruh pada social brand engagement. Akan tetapi affective experience tidak berpengaruh pada social brand engagement. Penelitian ini juga menunjukan bahwa komitmen tidak memoderasi hubungan intellectual experience dan affective experience terhadap social brand engagement.
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DOI: https://doi.org/10.31846/jae.v10i1.439
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