Pengaruh social media marketing terhadap brand loyalty melalui brand credibility pada industri hotel
Info Katalog
File Repositori
Nomor Panggil : 022002014006
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Aekram Faisal
Subyek : Brand loyalty;Marketing--Management
Kata Kunci : social media marketing; brand loyalty; brand credibility
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_TA_SMJ_022002014006_Halaman-Judul.pdf | 10 | |
| 2. | 2024_TA_SMJ_022002014006_Lembar-Pengesahan.pdf | 5 | |
| 3. | 2024_TA_SMJ_022002014006_Bab-1-Pendahuluan.pdf | 7 | |
| 4. | 2024_TA_SMJ_022002014006_Bab-2-Tinjauan-Pustaka.pdf | 19 |
|
| 5. | 2024_TA_SMJ_022002014006_Bab-3-Metode-Penelitian.pdf | 13 |
|
| 6. | 2024_TA_SMJ_022002014006_Bab-4-Analisis-dan-Pembahasan.pdf | 7 |
|
| 7. | 2024_TA_SMJ_022002014006_Bab-5-Kesimpulan.pdf | 3 | |
| 8. | 2024_TA_SMJ_022002014006_Daftar-Pustaka.pdf | 3 | |
| 9. | 2024_TA_SMJ_022002014006_Lampiran.pdf | 22 |
|
P enelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing terhadap Brand Loyalty melalui Brand Credibility. Penelitian ini menggunakan data primer yang diperoleh melalui kuesioner yang disebarkan kepada 242 responden dengan teknik pengambilan sampel yang digunakan adalah purposive sampling dengan kriteria yaitu individu yang menginap di Hotel minimal tiga kali dalam satu tahun, dan mengikuti social media dari Hotel. Data analisis menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini adalah: (1) Social Media Marketing tidak berpengaruh positif terhadap Brand Loyalty, (2) Social Media Marketing berpengaruh positif terhadap Brand Loyalty, (3) Brand Credibility berpengaruh positif terhadap Brand Loyalty, (4) Social Media Marketing berpengaruh positif terhadap Brand Loyalty melalui Brand Credibility.
T his research aims to analyze the influence of social media marketing on brand loyalty via brand credibility. This research uses primary data obtained through a questionnaire distributed to 242 respondents with the sampling technique used is purposive sampling with the criteria of people is staying at the hotel at least three times a year and following the hotel's social networks. . Data analysis uses the structural equation model (SEM) method. The results of this research are: (1) social media marketing has no positive effect on brand loyalty, (2) social media marketing has a positive effect on brand loyalty, (3) brand credibility has a positive effect on brand loyalty, (4) Social media marketing has a positive effect on brand loyalty through brand credibility.
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