Rundengan, Varren Regina
(2019)
Analysis effect of social media marketing activities "Instagram" towards brand awareness, brand image, and brand loyalty.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
In this era of globalization, the business competition is very competitive especially on how each company makes their strategy to market their products. That’s why the author decide to make the purpose of this study is to investigate the effect of social media marketing “Instagram” towards brand awareness, brand image, brand loyalty. Quantitavie method was applied to this research and was conducted on student of Pelita Harapan University in Karawaci, by using questionnaire as the data. The number of samples that has been obtained in this research is 40 respondents for the pre-test and 180 respondents for the actual data. The tools used in data processing is PLS-SEM SmartPLS 3.2.8 and the result of the research conclude that There is a positive effect between social media marketing activities “Instagram’ toward Brand Awareness, There is a positive effect Social media marketing activities “Instagram” toward Brand Image, There is no positive effect between social media marketing activities “Instagram” toward brand loyalty, There is a positive effect between Brand Awareness toward Brand Image, There is a positive effect between Brand Awareness toward Brand loyalty, There is a positive effect between Brand image toward Brand loyalty.
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