Pengaruh social media marketing activities terhadap brand loyalty melalui self-brand connection, brand equity, dan brand trust

DETAIL KOLEKSI

Pengaruh social media marketing activities terhadap brand loyalty melalui self-brand connection, brand equity, dan brand trust

Oleh : Jesselin Florence Djaja

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2025

Pembimbing 1 : Yolanda Masnita Siagian

Pembimbing 2 : Yolanda Masnita Siagian

Kata Kunci : Social Media Marketing Activities, Self-Brand Connection, Brand Equity, Brand Trust, and Brand Loyal

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2025_SK_SMJ_022002106006_Halaman-Judul.pdf
2.	2025_SK_SMJ_022002106006_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2025_SK_SMJ_022002106006_Surat-Hasil-Similaritas.pdf	1
4.	2025_SK_SMJ_022002106006_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2025_SK_SMJ_022002106006_Lembar-Pengesahan.pdf	4
6.	2025_SK_SMJ_022002106006_Pernyataan-Orisinalitas.pdf	1
7.	2025_SK_SMJ_022002106006_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2025_SK_SMJ_022002106006_Bab-1.pdf
9.	2025_SK_SMJ_022002106006_Bab-2.pdf
10.	2025_SK_SMJ_022002106006_Bab-3.pdf
11.	2025_SK_SMJ_022002106006_Bab-4.pdf
12.	2025_SK_SMJ_022002106006_Bab-5.pdf
13.	2025_SK_SMJ_022002106006_Daftar-Pustaka.pdf
14.	2025_SK_SMJ_022002106006_Lampiran.pdf

Abstrak
Abstract

D Di era digital saat ini, pemasaran melalui media sosial menjadi strategi yang sangatpenting untuk menjangkau dan berinteraksi dengan konsumen. Penelitian ini bertujuanuntuk menguji dan menganalisis pengaruh Social Media Marketing Activities terhadapBrand Loyalty, melalui Self-brand Connection, Brand Equity, dan Brand Trust. Sampelyang digunakan pada penelitian ini sebanyak 217 responden. Metode teknik pengambilansampel yang digunakan adalah purposive sampling. Data analisis menggunakan metodeStructural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) Social MediaMarketing Activities berpengaruh positif terhadap Self-brand Connection, (2) SocialMedia Marketing Activities berpengaruh positif terhadap Brand Equity, (3) Social MediaMarketing Activities berpengaruh positif terhadap Brand Trust, (4) Self-brand Connectionberpengaruh positif terhadap Brand Loyalty, (5) Brand Equity berpengaruh positifterhadap Brand Loyalty, dan (6) Brand Trust berpengaruh positif terhadap Brand Loyalty.

I In the current digital era, Social Media Marketing has become a very important strategyto reach and interact with consumers. The purpose of this study was to examine andanalyze the influence of Social Media Marketing Activities on Brand Loyalty, throughSelf-brand Connection, Brand Equity, and Brand Trust. The sample used in this study is217 respondents. The sampling technique method used is purposive sampling. The dataare analysis using the Structural Equation Model (SEM) method. The results of this studyare: (1) Social Media Marketing Activities have a positive effect on Self-brandConnection, (2) Social Media Marketing Activities have a positive effect on Brand Equity,(3) Social Media Marketing Activities have a positive effect on Brand Trust, (4) Self-brandConnection has a positive effect on Brand Loyalty, (5) Brand Equity has a positive effecton Brand Loyalty, and (6) Brand Trust has a positive effect on Brand Loyalty.