Pengaruh Social Media Marketing Terhadap Brand Loyalty Melalui Value Consciousness dan Brand Consciousness pada Produk Skincare Scarlett Whitening
DOI:
https://doi.org/10.25124/jibr.v2i1.7448Kata Kunci:
social media marketing, brand loyalty, Value Consciousness, Brand ConsciousnessAbstrak
Penelitian ini adalah untuk mengetahui bahwa social media marketing yang dirasakan terkait dengan brand loyalty, value consciousness dan brand consciousness. Selain itu, value consciousness dan brand consciousness memiliki efek langsung pada brand loyalty. Penelitian ini menggunakan metodologi penelitian kuantitatif deskriptif dengan teknik analisis data menggunakan Structural Equation Modelling (SEM) dan alat analisis menggunakan AMOS. Populasi dalam penelitian ini adalah pengikut media sosial Instagram Scarlett Whitening. Ukuran sampel pada penelitian ini adalah 400 responden. Hasil penelitian menunjukkan terdapat tujuh hipotesis yang diterima yaitu social media marketing activities mempengaruhi secara positif dan signifikan terhadap brand loyalty,social media marketing activities mempengaruhi secara positif dan signifikan terhadap brand consciousness, brand consciousness mempengaruhi secara positif dan signifikan terhadap brand loyalty, social media marketing activities mempengaruhi secara positif dan signifikan terhadap value consciousness, value consciousness mempengaruhi secara positif dan signifikan terhadap brand loyalty, brand consciousness memediasi hubungan antara social media marketing activities dan brand loyalty, dan value consciousness memediasi hubungan antara social media marketing activities dan brand loyalty.
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