The influence of instagram social media marketing,product price, and brand community towards customer loyalty at Sippin Medan

Monica, Cecilia (2023) The influence of instagram social media marketing,product price, and brand community towards customer loyalty at Sippin Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The evolution of the corporate world today, particularly in the beverage market, has resulted in increased rivalry in the beverage industry. The growth of the beverage business in Medan has gotten a positive reception, which can be observed in the growth of modern beverage public consumption, which further results in providing an opportunity for modern beverage businessmen to build their businesses in Medan. The purpose of this research is to find out the influence of the independent variables, named Instagram Social Media Marketing, Product Price, and Brand Community to the dependent variable, which is Customer Loyalty. The hypotheses have four to be tested. Quantitative research was employed in this study. The use of the questionnaire serve as the sources of the main data. Online journals and internet data are used to compile the secondary data. 120 participants make up the non-probability sampling method's entire sample in this study. Software called SPSS 28.0 is being used. The research object is Sippin Medan, Sippin is a beverage business that has been around since 2019, having opened a list of oulets around Medan, One of the outlets which is the object of this research is the outlet located at Jl. Mangaan III Ps. II, MABAR, Kec. Medan Deli, Kota Medan, Sumatera Utara 20241. The result shows that Instagram social media marketing; product price; brand community has partial influence on customer loyalty; and simultaneously have influence on customer loyalty. To improve the business, the brand should create content that will make customer invested and connected to them, ensure the quality of the taste and ingredients used are good enough to match with the price offered, and provide a feedback paper after customer purchase a product to strengthen customer relationship to the company. / Evolusi dunia usaha saat ini, khususnya di pasar minuman, telah mengakibatkan meningkatnya persaingan dalam industri minuman. Pertumbuhan bisnis minuman di Medan mendapat sambutan positif, hal ini terlihat dari tumbuhnya konsumsi masyarakat terhadap minuman modern, yang selanjutnya memberikan peluang bagi para pebisnis minuman modern untuk membangun usahanya di Medan. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh variabel independen yaitu Pemasaran Media Sosial Instagram, Harga Produk, dan Komunitas Merek terhadap variabel dependen yaitu Loyalitas Pelanggan. Ada empat hipotesis yang perlu diuji. Penelitian kuantitatif digunakan dalam penelitian ini. Penggunaan kuesioner dijadikan sebagai sumber data utama. Jurnal online dan data internet digunakan untuk mengumpulkan data sekunder. 120 peserta merupakan seluruh sampel metode non-probability sampling dalam penelitian ini. Perangkat lunak yang disebut SPSS 28.0 sedang digunakan. Objek penelitiannya adalah Sippin Medan, Sippin merupakan usaha minuman yang sudah berdiri sejak tahun 2019, telah membuka sejumlah oulet yang ada di sekitar Medan, Salah satu outlet yang menjadi objek penelitian ini adalah outlet yang berlokasi di Jl. Mangaan III Ps. II, MABAR, Kec. Medan Deli, Kota Medan, Sumatera Utara 20241. Hasil penelitian menunjukkan bahwa pemasaran media sosial Instagram; harga produk; komunitas merek mempunyai pengaruh secara parsial terhadap loyalitas pelanggan; dan secara simultan mempunyai pengaruh terhadap loyalitas pelanggan. Untuk meningkatkan bisnis, Sippin bisa membuat konten yang akan membuat pelanggan berinvestasi dan terhubung dengan mereka, memastikan kualitas rasa dan bahan yang digunakan cukup baik sesuai dengan harga yang ditawarkan, dan memberikan kertas umpan balik setelah pelanggan membeli suatu produk untuk memperkuat hubungan pelanggan dengan perusahaan.

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