Pengaruh pemasaran media sosial terhadap loyalitas merek: efek mediasi kesadaran merek dan kesadaran nilai

Hardy, Hardy (2018) Pengaruh pemasaran media sosial terhadap loyalitas merek: efek mediasi kesadaran merek dan kesadaran nilai. Masters thesis, Universitas Pelita Harapan.

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Abstract

Changes in the area of retail industry especially in Indonesia caused by the advancement of web 2.0 technology (social media) that continues to grow significantly. This phenomenon creates retail and marketing areas changing its focus toward social media. It is more effective than traditional marketing because it is more segmented and right on target. Social media marketing has a direct impact on brand loyalty and indirectly mediated by brand awareness and value consciousness. The data were collected by using questionnaires. The distribution of questionnaires was conducted to 190 respondents at Universitas Pelita Harapan. Data were analyzed by using structured equation modeling (SEM) method with SmartPLS ver 3.2.7. The results of research conducted at the University of Pelita Harapan shows the existence of social media marketing activities that are perceived positively to brand awareness and value awareness. But for the influence of perceived social media marketing activities on brand loyalty is not significant in this study. / Berubahnya area ritel industri khususnya di Indonesia yang disebabkan oleh kemajuan teknologi web 2.0 (media sosial) yang terus berkembang secara signifikan. Hal ini membuat fokus akan area ritel dan pemasaran berubah ke arah social media. Dimana hal ini membuat pemasaran lebih efektif dibandingkan pemasaran tradisional karena lebih segmented dan tepat sasaran. Social media marketing memberikan dampak langsung terhadap brand loyalty dan tidak langsung yang dimediasi oleh brand consciousness dan value consciousness. Pengumpulan data dilakukan dengan menggunakan kuesioner. Penyebaran kuesioner dilakukan kepada 190 responden di Universitas Pelita Harapan. Data dianalisis dengan metode structured equation modeling dengan menggunakan alat SmartPLS ver 3.2.7. Hasil penelitian yang dilakukan di Universitas Pelita Harapan menunjukan bahwa perceived social media marketing activities berpengaruh secara positif terhadap brand consciousness dan value consciousness. Namun untuk pengaruh terhadap brand loyalty didapati tidak signifikan pada penelitian ini.

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