Pengaruh social media marketing activities terhadap brand loyalty: peran mediasi brand affect dan customer engagement

DETAIL KOLEKSI

Pengaruh social media marketing activities terhadap brand loyalty: peran mediasi brand affect dan customer engagement

Oleh : Shafira Nurul Aulia Syam

Info Katalog

Nomor Panggil : 022001905009

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Dyah Astarini

Subyek : Marketing management;Brand loyalty

Kata Kunci : social media marketing activities, brand loyalty, brand affect, customer engagement

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001905009_Halaman-Judul.pdf	13
2.	2023_TA_SMJ_022001905009_Lembar-Pengesahan.pdf	6
3.	2023_TA_SMJ_022001905009_Bab-1-Pendahuluan.pdf	8
4.	2023_TA_SMJ_022001905009_Bab-2-Tinjauan-Pustaka.pdf	12
5.	2023_TA_SMJ_022001905009_Bab-3-Metode-Penelitian.pdf	17
6.	2023_TA_SMJ_022001905009_Bab-4-Analisis-dan-Pembahasan.pdf	19
7.	2023_TA_SMJ_022001905009_Bab-5-Kesimpulan.pdf	4
8.	2023_TA_SMJ_022001905009_Daftar-Pustaka.pdf	7
9.	2023_TA_SMJ_022001905009_Lampiran.pdf	23

Abstrak
Abstract

T ujuan penelitian ini untuk menganalisis pengaruh social media marketing activities terhadap brand loyalty dengan brand affect dan customer engagement sebagai mediasi. Sampel yang didapatkan berjumlah 223 responden, namun yang digunakan hanya 219 responden, melalui wawancara langsung 60 responden dan melalui google form 159 responden. Pengambilan sampel menggunakan purposive sampling dengan kriteria individu yang menggunakan merek skincare lokal lebih dari dua kali selama 6 bulan terakhir. Analisis data yang digunakan Structural Equation Model (SEM) dengan bantuan program AMOS22. Hasil penelitian ini menemukan bahwa social media marketing activities berpengaruh positif terhadap brand loyalty dan brand affect. Brand affect berpengaruh positif terhadap brand loyalty. Brand affect memediasi pengaruh social media marketing activities terhadap brand loyalty. Social media marketing activities berpengaruh positif terhadap customer engagement. Customer engagement berpengaruh positif terhadap brand loyalty. Customer engagement memediasi pengaruh social media marketing activities terhadap brand loyalty.

T he purpose of this study was to analyze the effect of social media marketing activities on brand loyalty with brand affect and customer engagement as mediation. The sample obtained was 223 respondents, however, only 219 respondents were used, 60 respondents through direct interviews and 159 respondents through Google Forms. Sampling used purposive sampling with individual criteria using local skincare brands more than twice in the last 6 months. Data analysis used the Structural Equation Model (SEM) with the help of the AMOS22 program. The results of this study found that social media marketing activities have a positive effect on brand loyalty and brand affect. Brand affect has a positive effect on brand loyalty. Brand affect mediates the influence of social media marketing activities on brand loyalty. Social media marketing activities have a positive effect on customer engagement. Customer engagement has a positive effect on brand loyalty. Customer engagement mediates the influence of social media marketing activities on brand loyalty.