UPSI Digital Repository (UDRep)
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Abstract : Universiti Pendidikan Sultan Idris |
Kajian ini bertujuan untuk mengkaji faktor-faktor yang mempengaruhi penggunaan
media sosial dalam kalangan Perusahaan Kecil dan Sederhana (PKS) di Malaysia dan kesannya terhadap
ekuiti jenama. Kajian ini juga menentukan peranan pengalaman menggunakan media sosial
sebagai penyederhana dalam hubungan antara penggunaan media sosial dengan ekuiti jenama berdasarkan
Model Penerimaan Teknologi (TAM) dan Model Ekuiti Jenama Berasaskan Pelanggan (CBBE). Kajian
ini menggunakan pendekatan kuantitatif dan sampel kajian telah dipilih dalam kalangan PKS di
Malaysia dengan menggunakan kaedah persampelan rawak mudah. Sebanyak 212 borang soal selidik telah
dikumpulkan dan data dianalisis menggunakan statistik deskriptif dan analisis Permodelan
Persamaan Struktur Kuasa Dua Terkecil Separa (SEM-PLS). Dapatan kajian membuktikan
faktor-faktor kebergunaan (β = 0.144; p |
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