Pengaruh social media marketing activity terhadap brand awareness, brand image dan brand loyalty

DETAIL KOLEKSI

Pengaruh social media marketing activity terhadap brand awareness, brand image dan brand loyalty

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Oleh : Alodia Putri Adzhani

Info Katalog

Nomor Panggil : 022001806501

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2021

Pembimbing 1 : Fatik Rahayu

Subyek : Brand name products - Marketing

Kata Kunci : social media marketing activities, brand awareness, brand image, brand loyalty

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2021_TA_SMJ_022001806501_Halaman-Judul.pdf
2.	2021_TA_SMJ_022001806501_Lembar-Pengesahan.pdf	6
3.	2021_TA_SMJ_022001806501_Bab-1-Pendahuluan.pdf
4.	2021_TA_SMJ_022001806501_Bab-2-Tinjauan-Pustaka.pdf
5.	2021_TA_SMJ_022001806501_Bab-3-Metode-Penelitian.pdf
6.	2021_TA_SMJ_022001806501_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2021_TA_SMJ_022001806501_Bab-5-Kesimpulan.pdf
8.	2021_TA_SMJ_022001806501_Daftar-Pustaka.pdf
9.	2021_TA_SMJ_022001806501_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji pengaruh social media marketing activities terhadap brand awareness, brand image dan brand loyalty. Sampel yang digunakan adalah pengguna Instagram yang merupakan followers dari instagram e-commerce Tokopedia sebanyak 246 responden. Metode yang digunakan adalah non-probability sampling dengan menggunakan alat structural equation model yang dijalankan oleh program AMOS. Hasil penelitian ini menunjukkan bahwa social media marketing activities berpengaruh terhadap brand awareness social media marketing activities berpengaruh terhadap brand image, social media marketing activities tidak berpengaruh terhadap brand loyalty, brand awareness memiliki pengaruh terhadap brand image, brand awareness tidak memiliki pengaruh terhadap brand loyalty, dan brand image memiliki pengaruh terhadap brand loyalty.

T his study examines the effect of social media marketing activities on brand awareness, brand image and brand loyalty. The sample used is Instagram users who are followers of Tokopedia Instagram. The method used is a non-probability sampling using a structural equation model that is run by the AMOS program. The results of this study indicate that social media marketing activities has a effect on brand awareness, social media marketing activities has a effect on brand image, social media marketing activities has no effect on brand loyalty, brand awareness has a effect on brand image, brand awareness has no effect on brand loyalty, and brand image has a effect on brand loyalty.