Pengaruh social media marketing terhadap brand loyalty dengan brand image dan brand awareness sebagai variabel mediasi di klinik kecantikan xyz di Jakarta = The influence of social media marketing activities on brand loyalty with brand image and brand awareness as mediation variables at xyz beauty clinic in Jakarta

Sukidy, Beatrice (2024) Pengaruh social media marketing terhadap brand loyalty dengan brand image dan brand awareness sebagai variabel mediasi di klinik kecantikan xyz di Jakarta = The influence of social media marketing activities on brand loyalty with brand image and brand awareness as mediation variables at xyz beauty clinic in Jakarta. Masters thesis, Universitas Pelita Harapan.

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Abstract

Media sosial telah menjadi platform yang efektif dalam memasarkan produk dan meningkatkan eksistensi merek di tengah persaingan bisnis yang ketat. Penelitian ini bertujuan untuk menguji pengaruh social media marketing activities terhadap brand awareness, brand image, dan brand loyalty di klinik kecantikan XYZ di Jakarta. Konsep-konsep tersebut diukur sebagai variabel mediasi, dan penelitian dilakukan pada 160 responden yang merupakan pelanggan klinik kecantikan XYZ dengan menggunakan metode kuantitatif dan analisis SEM-PLS. Hasil penelitian menunjukkan bahwa social media marketing activities memiliki pengaruh positif terhadap brand awareness, brand image, dan brand loyalty. Brand awareness berpengaruh positif terhadap brand image, yang selanjutnya berpengaruh positif terhadap brand loyalty. Selain itu, brand awareness juga memiliki pengaruh langsung yang positif terhadap brand loyalty. Temuan ini mendukung literatur sebelumnya yang menunjukkan bahwa media sosial berperan penting dalam membentuk persepsi konsumen terhadap merek dan membangun loyalitas konsumen. Implikasi manajerial dari penelitian ini melibatkan perlunya peningkatan kreativitas dalam konten pemasaran media sosial, fokus pada karakteristik klinik kecantikan yang menarik, dan peningkatan strategi pemasaran untuk meningkatkan brand awareness. Penelitian ini memberikan panduan berharga bagi praktisi klinik kecantikan dalam mengembangkan strategi pemasaran digital yang lebih efektif untuk memperluas jangkauan audiens, membangun brand image yang positif, dan memperkuat brand loyalty konsumen di era digital. / Social media has become an effective platform for marketing products and increasing brand existence amidst intense business competition. This research aims to examine the influence of social media marketing activities on brand loyalty with brand image and brand awareness as mediation variable at XYZ Beauty Clinic in Jakarta. These concepts were measured as mediating variables, and research was conducted on 160 respondents who were customers of beauty clinics using quantitative methods and SEM-PLS analysis. The research results show that social media marketing activities have a positive influence on brand awareness, brand image and brand loyalty. Brand awareness has a positive effect on brand image, which in turn has a positive effect on brand loyalty. Apart from that, brand awareness also has a direct positive influence on brand loyalty. These findings support previous literature which shows that social media plays an important role in shaping consumer perceptions of brands and building consumer loyalty. The managerial implications of this research involve the need to increase creativity in social media marketing content, focus on attractive characteristics of beauty clinics, and improve marketing strategies to increase brand awareness. This research provides valuable guidance for beauty clinic practitioners in developing more effective digital marketing strategies to expand audience reach, build a positive brand image, and strengthen consumer loyalty in the digital era.

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