The influence of using social media marketing towards customer loyalty at H&M, Medan

Wenny, Wenny (2020) The influence of using social media marketing towards customer loyalty at H&M, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research is to analyze The Importance Of Using Social Media Marketing Towards Customer Loyalty At H&M, Medan. This research approach used a quantitative method for collecting ,analyzing data and by using descriptive and causal studies. The population of this research is H&M Medan customers. Sampling method in this research used is simple random sampling with probability sampling. The sample number was determined by using the Lemeshow formula. The result obtained was a minimum sample size of 97 samples. The data collective methods consist of Primary and secondary data that was gathered from e-books, journals, and websites that are related to the research materials supporting the result and data found. The research variables consist of variable X (deriving from social media marketing) and variable Y which is customer loyalty. Data analysis method used are validity test, reliability test, descriptive test, normality test, linearity test, heteroscedasticity test, linear regression, determination test and hypothesis test. The result showed that there was an influence of social media towards customer loyalty at H&M, Medan. This can be seen from the strong and positive relationship between social media marketing towards customer loyalty at H&M Medan customers. This statement could be proven from the hypothesis test with T-Test, where the T-Test result is 12,389 which was greater than T-Table (1.98) means the H0 was rejected and Ha was accepted. The determination test result of 61,8% indicating that most of customer loyalty in H&M, Medan was influenced by the social media marketing. The linear equation obtained is Y= 11,553 + 0,793X showing that every 1 unit increased in social media marketing will increase the customer loyalty by 0,793 units. / Penelitian ini bertujuan untuk menganalisis pentingnya pengaruh social media marketing terhadap loyalitas pelanggan. Pendekatan penelitian yang digunakan adalah pendekatan kuantitatif untuk mengumpulkan dan menganalisis data. Penelitian ini menggunakan studi deskriptif dan kasual. Populasi penelitian yaitu pelanggan H&M Medan. Metode sampling yang digunakan adalah simple random sampling dengan pendekatan probability sampling. Jumlah sampel ditentukan dengan menggunakan rumus Lemeshow dan didapatkan hasil jumlah sampel minimal sebesar 97 sampel. Metode pengumpulan data terdiri dari data primer (kuesioner) dan data sekunder (e-books, buku, jurnal, dan website yang berkaitan dengan materi untuk memperkuat dan mendukung hasil dan data yang ditemukan). Variabel penelitian terdiri dari variabel X berupa social media marketing dan variabel Y berupa loyalitas pelanggan. Metode analisis data yang digunakan yaitu uji validitas, uji reliabilitas, statistik deskriptif, uji normalitas, uji linieritas, uji heteroskedastisitas, persamaan regresi linier, uji determinasi dan uji hipotesis. Hasil penelitian menunjukkan bahwa terdapat pengaruh dari social media marketing terhadap loyalitas pelanggan di H&M, Medan. Hal ini dapat dilihat dari hubungan yang kuat dan positif antara social media marketing dan loyalitas pelanggan di H&M Medan. Pernyataan ini dapat dibuktikan dari uji hipotesis dengan uji T, dimana t-hitung yang didapatkan sebesar 12,387 lebih besar dari t-tabel (1,98) sehingga H0 ditolak dan Ha diterima. Hasil uji determinasi yaitu 61,8% yang berarti bahwa sebagian besar loyalitas pelanggan di H&M Medan dipengaruhi oleh social media marketing. Persamaan linier yang didapatkan adalah Y = 11,553 + 0,793X yang berarti bahwa setiap kenaikan social media marketing sebesar 1 unit akan meningkatkan loyalitas pelanggan sebesar 0,793 unit.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Wenny, WennyNIM00000016988wennyy8@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSusanto, SusantoNIDN0122037801UNSPECIFIED
Uncontrolled Keywords: social media; social media marketing; customer loyalty
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 9093 not found.
Date Deposited: 17 Aug 2020 06:25
Last Modified: 17 Jan 2022 09:48
URI: http://repository.uph.edu/id/eprint/10416

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