Pengaruh Social Media Marketing Terhadap Loyalitas Merek (Studi Pada Akun Instagram @Teraskomika Malang)

Neviani, Chaerisa Zelinda (2018) Pengaruh Social Media Marketing Terhadap Loyalitas Merek (Studi Pada Akun Instagram @Teraskomika Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menguji pengaruh social media marketing terhadap loyalitas merek. Variabel independen yang diuji dalam penelitian ini adalah advantageous campaign, relevant content, frequently updates its content, popular content dan various platform and application yang diuji pengaruhnya terhadap loyalitas merek pada akun instagram @teraskomika di kota Malang. Dalam penelitian ini, yang menjadi populasi penelitian adalah konsumen yang melakukan kunjungan untuk suatu pembelian produk di cafe Teras Komika dan memfollow @teraskomika. Jumlah responden dalam penelitian ini ditetapkan sebanyak 126 responden yang dipilih menggunakan metode purposive sampling. Data yang terkumpul dianalisis menggunkan regresi linier berganda. Hasil penelitian menunjukan bahwa variabel Relevant Content dan Popular Content berpengaruh signifikan terhadap loyalitas merek, sementara variabel Advantageous Campaign, Frequently Updates Its Contents, Various Platform and Application tidak berpengaruh signifikan terhadap loyalitas merek.

English Abstract

The aim of this study is to examine the affect of social media marketing on brand loyalty. The independent variables tested in this research are advantageous campaign, relevant content, frequent updates its content, popular content and various platform and application which tested its influence on brand loyalty on account instagram @teraskomika in Malang city. In this study, the scope of the study consists of customer who make a visit for a purchase of products in the cafe Teras Komika and follow @teraskomika. The number of respondents in this study was determined as 126 respondents selected using purposive sampling method. The collected data were analyzed using multiple linear regression. The result showed that the variable Relevant Conten and Popular Content has significant effect on brand loyalty, while variable Advantageous Campaign, Frequently Updates its Contents and Various Platform and Application has no significant effect on brand loyalty

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FE/2018/557/051810703
Uncontrolled Keywords:	loyalitas merek, advantegeous campaign, relevant campaign,marketing frequently update its content, popular content, various platform and application, brand loyalty, advantageous campaign, relevant content, frequently updates its content, popular content, various platform and application
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Nur Cholis
Date Deposited:	10 May 2019 01:37
Last Modified:	20 Oct 2021 07:30
URI:	http://repository.ub.ac.id/id/eprint/163847

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