Radhitama, Johan Iswara (2018) Analisis Pengaruh Social Media Marketing Terhadap Brand Loyalty Dengan Brand Equity Sebagai Variabel Mediasi Pada Akun Instagram @Gojekindonesia (Studi Pada Konsumen Go-Jek Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing dan brand equity terhadap brand loyalty konsumen GO-JEK di Kota Malang. Hasil dari penelitian ini menunjukkan pengaruh langsung dan tidak langsung dari social media marketing dan brand equity terhadap brand loyalty. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausan antara variabelvariabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 120 responden. Populasi dari penelitian ini adalah konsumen GO-JEK yang pernah dan dapat mengakses Instagram @gojekindonesia. Analisis data pada penelitian ini menggunakan analisis jalur dengan SPSS 25. Dari hasil pengujian dapat disimpulkan bahwa social media marketing memiliki pengaruh langsung secara signifikan terhadap brand equity. Brand equity memiliki pengaruh langsung secara signifikan terhadap brand loyalty. Di lain sisi, social media marketing tidak memiliki pengaruh langsung secara signifikan terhadap brand loyalty. Social media marketing memiliki pengaruh tidak langsung secara signifikan terhadap brand loyalty melalui brand equity.
English Abstract
This research aimed to examine the influence of social media marketing and brand equity towards brand loyalty of GO-JEK customers in Malang. The result of this study showed the direct and indirect influence of social media marketing and brand equity to brand loyalty. The research type was explanatory research which explain about causal relation between variables from the research hypothesis. The number of respondents in this research defined as 120 respondents were selected using purposive sampling method. The population of this research was GO-JEK customers who had been accessed Instagram @gojekindonesia. The data in this study were analyzed by path analysis using SPSS 25. The results showed that social media marketing had direct influence towards brand equity significantly. Brand equity had direct influence towards brand loyalty significantly. Otherwise, social media marketing did not have direct influence towards brand loyalty. Social media marketing had indirect influence towards brand loyalty through brand equity significantly
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/200/051804590 |
| Uncontrolled Keywords: | Social media marketing, brand equity, brand loyalty, Social media marketing, brand equity, brand loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 03 May 2019 02:14 |
| Last Modified: | 20 Oct 2021 03:32 |
| URI: | http://repository.ub.ac.id/id/eprint/163593 |
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