Pengaruh Social Media Marketing terhadap Brand Loyalty: Efek Mediasi Brand Consciousness, Value Consciousness dan Brand Trust pada Brand Innisfree di Indonesia = The Effect of Social Media Marketing on Brand Loyalty: Mediation Effects of Brand Consciousness, Value Consciousness and Brand Trust on Innisfree Brand in Indonesia

Thalia, Alvina (2021) Pengaruh Social Media Marketing terhadap Brand Loyalty: Efek Mediasi Brand Consciousness, Value Consciousness dan Brand Trust pada Brand Innisfree di Indonesia = The Effect of Social Media Marketing on Brand Loyalty: Mediation Effects of Brand Consciousness, Value Consciousness and Brand Trust on Innisfree Brand in Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini memiliki tujuan untuk menguji adanya pengaruh dari Social mediamarketing terhadap brand loyalty pada brand Innisfree di Indonesia dengan menjadikan brand consciousness, value consciousness dan brand trust media dalam penelitian ini. Populasi yang ditentukan dalam penelitian ini adalah konsumen Innisfree yang sudah pernah membeli produk dari brand tersebut dengan jumlah responden sebanyak 188 yang dianalisis menggunakan SmartPLS 3.3.3. Penelitian ini menggunakan metode penelitian kuantitatif dan teknik sampling yang digunakan adalah purposive sampling. Hasil penelitian ini menunjukan bahwa social media marketing berpengaruh positif terhadap brandloyalty efek mediasi dari brand consciousness, value consciousness dan brand trust pada brand Innisfree. / This study aims to examine the influence of Social media marketing on brand loyalty to the Innisfree brand in Indonesia by making brand consciousness, value consciousness and brand trust media in this study. The population determined in this study are Innisfree consumers who have purchased products from that brand with a total of 188 respondents who were analyzed using SmartPLS 3.3.3. This study uses quantitative research methods and the sampling technique used is purposive sampling. The results of this study indicate that social media marketing has a positive effect on brand loyalty, the mediating effect of brand consciousness, value consciousness and brand trust on the Innisfree brand.

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