DETAIL KOLEKSI

Pengaruh social media marketing terhadap brand loyalty: peran mediasi brand trust dan brand consciousness


Oleh : Muhammad Daffa Ramdhani

Info Katalog

Nomor Panggil : 022001902060

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Asep Hermawan

Subyek : Brand loyalty;Marketing -- Management

Kata Kunci : social media marketing; brand trust; brand consciousness; brand loyalty

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2024_TA_SMJ_022001902060_Halaman-Judul.pdf 11
2. 2024_TA_SMJ_022001902060_Lembar-Pengesahan.pdf 5
3. 2024_TA_SMJ_022001902060_Bab-1-Pendahuluan.pdf 9
4. 2024_TA_SMJ_022001902060_Bab-2-Tinjauan-Pustaka.pdf 15
5. 2024_TA_SMJ_022001902060_Bab-3-Metode-Penelitian.pdf 18
6. 2024_TA_SMJ_022001902060_Bab-4-Analisis-dan-pembahasan.pdf 18
7. 2024_TA_SMJ_022001902060_Bab-5-Kesimpulan.pdf 5
8. 2024_TA_SMJ_022001902060_Daftar-Pustaka.pdf 9
9. 2024_TA_SMJ_022001902060_Lampiran.pdf 22

P Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing terhadap brand loyalty dengan peran mediasi brand trust dan brand consciousness pada pengguna mobile banking Kelompok Bank berdasarkan Modal Inti (KBMI) 4. Sampel yang digunakan dalam penelitian ini berjumlah 226 responden yang berada di daerah Jabodetabek. Teknik pengambilan sampel dalam penelitian ini menggunakan purposive sampling dengan menyebarkan kuesioner secara online dalam bentuk Google Forms. Penelitian ini menggunakan metode analisis data berupa Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwa social media marketing berpengaruh positif terhadap brand loyalty, brand trust, dan brand consciousness. Brand trust berpengaruh positif terhadap brand loyalty. Brand consciousness berpengaruh positif terhadap brand loyalty. Brand trust mampu berperan sebagai mediasi pada pengaruh positif social media marketing terhadap brand loyalty dan brand consciousness juga mampu berperan sebagai mediasi pada pengaruh positif social media marketing terhadap brand loyalty.

T This study aims to analyze the impact of social media marketing on brand loyalty with the mediating role of brand trust and brand consciousness in mobile banking users of Kelompok Bank berdasarkan Modal Inti (KBMI) 4. The sample used in this study was 226 respondents who were in the Jabodetabek area. The sampling technique in this study used purposive sampling by distributing questionnaires online in the form of Google Forms. This study uses a data analysis method in the form of a Structural Equation Model (SEM). The results of this study indicate that social media marketing has a positive effect on brand loyalty, brand trust, and brand consciousness. Brand trust has a positive effect on brand loyalty. Brand consciousness has a positive effect on brand loyalty. Brand trust is able to act as a mediation on the positive influence of social media marketing on brand loyalty and brand consciousness is also able to act as a mediation on the positive effect of social media marketing on brand loyalty.

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