Penggunaan media sosial dan kesannya terhadap ekuiti jenama bagi perusahaan kecil dan sederhana di Malaysia

Penggunaan media sosial dan kesannya terhadap ekuiti jenama bagi perusahaan kecil dan sederhana di Malaysia

Kajian ini bertujuan untuk mengkaji faktor-faktor yang mempengaruhi penggunaanmedia sosial dalam kalangan Perusahaan Kecil dan Sederhana (PKS) di Malaysia dan kesannya terhadapekuiti jenama. Kajian ini juga menentukan peranan pengalaman menggunakan media sosialsebagai penyederhana dalam hubungan ant...

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Main Author: Syaharizad Abdul Razak
Format: thesis
Language:zsm
Published: 2018
Subjects:
HD Industries
Land use
Labor
Online Access:https://ir.upsi.edu.my/detailsg.php?det=5416
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record_format uketd_dc
institution Universiti Pendidikan Sultan Idris
collection UPSI Digital Repository
language zsm
topic HD Industries
Land use
Labor
spellingShingle HD Industries
Land use
Labor
Syaharizad Abdul Razak
Penggunaan media sosial dan kesannya terhadap ekuiti jenama bagi perusahaan kecil dan sederhana di Malaysia
description Kajian ini bertujuan untuk mengkaji faktor-faktor yang mempengaruhi penggunaanmedia sosial dalam kalangan Perusahaan Kecil dan Sederhana (PKS) di Malaysia dan kesannya terhadapekuiti jenama. Kajian ini juga menentukan peranan pengalaman menggunakan media sosialsebagai penyederhana dalam hubungan antara penggunaan media sosial dengan ekuiti jenama berdasarkanModel Penerimaan Teknologi (TAM) dan Model Ekuiti Jenama Berasaskan Pelanggan (CBBE). Kajianini menggunakan pendekatan kuantitatif dan sampel kajian telah dipilih dalam kalangan PKS diMalaysia dengan menggunakan kaedah persampelan rawak mudah. Sebanyak 212 borang soal selidik telahdikumpulkan dan data dianalisis menggunakan statistik deskriptif dan analisis PermodelanPersamaan Struktur Kuasa Dua Terkecil Separa (SEM-PLS). Dapatan kajian membuktikan faktor-faktor kebergunaan ( = 0.144; p
format thesis
qualification_name
qualification_level Master's degree
author Syaharizad Abdul Razak
author_facet Syaharizad Abdul Razak
author_sort Syaharizad Abdul Razak
title Penggunaan media sosial dan kesannya terhadap ekuiti jenama bagi perusahaan kecil dan sederhana di Malaysia
title_short Penggunaan media sosial dan kesannya terhadap ekuiti jenama bagi perusahaan kecil dan sederhana di Malaysia
title_full Penggunaan media sosial dan kesannya terhadap ekuiti jenama bagi perusahaan kecil dan sederhana di Malaysia
title_fullStr Penggunaan media sosial dan kesannya terhadap ekuiti jenama bagi perusahaan kecil dan sederhana di Malaysia
title_full_unstemmed Penggunaan media sosial dan kesannya terhadap ekuiti jenama bagi perusahaan kecil dan sederhana di Malaysia
title_sort penggunaan media sosial dan kesannya terhadap ekuiti jenama bagi perusahaan kecil dan sederhana di malaysia
granting_institution Universiti Pendidikan Sultan Idris
granting_department Fakulti Pengurusan dan Ekonomi
publishDate 2018
url https://ir.upsi.edu.my/detailsg.php?det=5416
_version_ 1747833192153350144
spelling oai:ir.upsi.edu.my:54162020-12-08 Penggunaan media sosial dan kesannya terhadap ekuiti jenama bagi perusahaan kecil dan sederhana di Malaysia 2018 Syaharizad Abdul Razak HD Industries. Land use. Labor Kajian ini bertujuan untuk mengkaji faktor-faktor yang mempengaruhi penggunaanmedia sosial dalam kalangan Perusahaan Kecil dan Sederhana (PKS) di Malaysia dan kesannya terhadapekuiti jenama. Kajian ini juga menentukan peranan pengalaman menggunakan media sosialsebagai penyederhana dalam hubungan antara penggunaan media sosial dengan ekuiti jenama berdasarkanModel Penerimaan Teknologi (TAM) dan Model Ekuiti Jenama Berasaskan Pelanggan (CBBE). Kajianini menggunakan pendekatan kuantitatif dan sampel kajian telah dipilih dalam kalangan PKS diMalaysia dengan menggunakan kaedah persampelan rawak mudah. Sebanyak 212 borang soal selidik telahdikumpulkan dan data dianalisis menggunakan statistik deskriptif dan analisis PermodelanPersamaan Struktur Kuasa Dua Terkecil Separa (SEM-PLS). Dapatan kajian membuktikan faktor-faktor kebergunaan ( = 0.144; p 2018 thesis https://ir.upsi.edu.my/detailsg.php?det=5416 https://ir.upsi.edu.my/detailsg.php?det=5416 text zsm closedAccess Masters Universiti Pendidikan Sultan Idris Fakulti Pengurusan dan Ekonomi Aaker, D. A. (1991). Managing Brand Equity Capitalizing on the Value of a BrandName. New York: Free Press.Aaker, D. A., Kumar, V., Day, G. S., & Leone, R. P. (2011). Marketing Research(Tenth Edit). John Wiley & Sons.Aal, L. B., Parmar, J. N., Patel, V. R., Dhrubo, P., & Sen, J. (2014). Whatsapp , Skype, Wickr , Viber , Twitter and Blog are Ready to Asymptote Globally from All Corners duringCommunications in Latest Fast Life. Research J.Science and Tech, 6(2), 101116.Ab Hamid, M. R., Mustafa, Z., Mohd Suradi, N. R., Idris, F., & Abdullah, M. (2013). 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