| dc.creator | Gancar Candra Premananto, Muhammad Ansyarulah Syuhada, | |
| dc.date | 2020-04-28 | |
| dc.date.accessioned | 2022-11-05T02:34:50Z | |
| dc.date.available | 2022-11-05T02:34:50Z | |
| dc.identifier | https://produccioncientificaluz.org/index.php/opcion/article/view/31855 | |
| dc.identifier.uri | https://repositorioslatinoamericanos.uchile.cl/handle/2250/5141729 | |
| dc.description | This study aims to determine the effect of consumer benefits on active participation that has implications for brand trust and brand commitment. This study used a quantitative approach using SEM analysis with SmartPLS 3.0 program and primary data of 146 respondents who were followers of Instagram account @starbucksindonesia. The results showed that two types of consumer benefits affected the level of active participation followers namely social-psychological benefits (2,914> 1.65) and hedonic benefits (4,997> 1.65). In conclusion, some consumer benefits were able to influence active participation which has implications for brand trust and brand commitment. | es-ES |
| dc.format | application/pdf | |
| dc.language | spa | |
| dc.publisher | Universidad del Zulia | es-ES |
| dc.relation | https://produccioncientificaluz.org/index.php/opcion/article/view/31855/33104 | |
| dc.rights | Derechos de autor 2020 Opción | es-ES |
| dc.source | Opción; Vol. 36 Núm. 91 (2020); 370-389 | es-ES |
| dc.source | 2477-9385 | |
| dc.source | 1012-1587 | |
| dc.subject | Instagram | es-ES |
| dc.subject | Benefits | es-ES |
| dc.subject | Brand | es-ES |
| dc.subject | Trust | es-ES |
| dc.subject | Commitment. | es-ES |
| dc.title | Consumer benefits received in the Instagram account on brand trust and commitment | es-ES |
| dc.type | info:eu-repo/semantics/article | |
| dc.type | info:eu-repo/semantics/publishedVersion | |
| dc.type | Artículo revisado por pares | es-ES |
