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Type :thesis
Subject :HD Industries. Land use. Labor
Main Author :Syaharizad Abdul Razak
Title :Penggunaan media sosial dan kesannya terhadap ekuiti jenama bagi perusahaan kecil dan sederhana di Malaysia
Place of Production :Tanjong Malim
Publisher :Fakulti Pengurusan dan Ekonomi
Year of Publication :2018
Corporate Name :Universiti Pendidikan Sultan Idris
PDF Guest :Click to view PDF file

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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