Pengaruh social media marketing terhadap brand loyalty melalui brand awareness dan consumer brand engagement pada f&b outlet.
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2025
Pembimbing 1 : Asep Hermawan
Kata Kunci : Social Media Marketing; Brand Awareness; Consumer Brand Engagement; Brand Loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2025_SK_SMJ_022002101015_Halaman-Judul.pdf | 11 | |
| 2. | 2025_SK_SMJ_022002101015_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2025_SK_SMJ_022002101015_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2025_SK_SMJ_022002101015_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2025_SK_SMJ_022002101015_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2025_SK_SMJ_022002101015_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2025_SK_SMJ_022002101015_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2025_SK_SMJ_022002101015_Bab-1.pdf | 10 | |
| 9. | 2025_SK_SMJ_022002101015_Bab-2.pdf |
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| 10. | 2025_SK_SMJ_022002101015_Bab-3.pdf |
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| 11. | 2025_SK_SMJ_022002101015_Bab-4.pdf |
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| 12. | 2025_SK_SMJ_022002101015_Bab-5.pdf | 5 | |
| 13. | 2025_SK_SMJ_022002101015_Daftar-Pustaka.pdf | 9 | |
| 14. | 2025_SK_SMJ_022002101015_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, brand awareness, dan consumer brand engagement terhadap brand loyalty. penelitian ini memperoleh data dengan cara menyebarkan kuesioner secara online kepada individu yang merupakan pengguna aktif media sosial dan pernah melihat konten promosi terkait merek f&b dengan usia minimal 17 tahun. penelitian ini menggunakan metode non-probability sampling, dengan teknik purposive sampling. sampel yang digunakan dalam penelitian ini sebanyak 200 responden. metode analisis data yang digunakan adalah structural equation modeling (sem) dengan menggunakan software amos 26.hasil penelitian ini menunjukkan bahwa: (1) social media marketing berpengaruh positif terhadap brand awareness, (2) social media marketing berpengaruh positif terhadap consumer brand engagement, (3) social media marketing tidak berpengaruh positif terhadap brand loyalty, (4) consumer brand engagement berpengaruh positif terhadap brand loyalty, dan (5) brand awareness berpengaruh positif terhadap brand loyalty.
T This study aims to analyse the influence of social media marketing, brand awareness, and consumer brand engagement on brand loyalty. this study obtained data by distributing online questionnaires to individuals who are active social media users and have seen promotional content related to f&b brands, with a minimum age of 17 years. this study used a non-probability sampling method, with a purposive sampling technique. the sample size for this study was 200 respondents. the data analysis method used was structural equation modelling (sem) with the amos 26 software.the results of this study indicate that: (1) social media marketing has a positive effect on brand awareness, (2) social media marketing has a positive effect on consumer brand engagement, (3) social media marketing does not have a positive effect on brand loyalty, (4) consumer brand engagement has a positive effect on brand loyalty, and (5) brand awareness has a positive effect on brand loyalty.
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