Pengaruh social media marketing activities terhadap brand awareness, brand image dan brand loyalty tokopedia

Handojo, Sion (2021) Pengaruh social media marketing activities terhadap brand awareness, brand image dan brand loyalty tokopedia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Social Media Activities dari komunitas online merupakan faktor yang penting dalam strategi pemasaran dimana terdapat 5 dimensi yaitu Entertainment, interaction Trendiness,Advertisement dan Custimization dimana menjadi factor yang kuat untuk Brand Awareness, Brand Image, dan Brand Loyalty sehingga berguna untuk perkembangan pemasaran kedepannya dan berpotensi untuk brand- brand kedepannya. Metode pengolahan data yang digunakan adalah metode kuantitatif dan pengumpulan data dilakukan melalui kuesioner elektronik yang disebarkan pada responden yang menggunakan Instagram dan Tokopedia. Jumlah sampel yang ada sebanyak 244 responden. Data yang ada si analisis melalui PLS-SEM menggunakan SmartPLS 3. Dalam penelitian ini terdapat teoritis teoritis, implikasi manajerial, dan saran untuk penelitian selanjutnya./Social Media Activities from online communities are important factors in marketing strategies where there are 5 dimensions, namely Entertainment, interaction Trendiness, Advertising and Custimization which are strong factors for Brand Awareness, Brand Image, and Brand Loyalty so that they are useful for future marketing developments and have the potential to future brands. The data processing method used is a quantitative method and data collection is carried out through electronic questionnaires distributed to respondents who use Instagram and Tokopedia. The number of samples there are 244 respondents. The existing data is analyzed through PLS-SEM using SmartPLS 3. In this study there are theoretical theories, managerial implications, and suggestions for further research.

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