PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP BRAND LOYALTY Efek Mediasi Brand Consciousness dan Value Consciousness (Studi Pada Pelanggan Kopi Janji Jiwa di Kota Surakarta)
DOI:
https://doi.org/10.32585/jbfe.v1i2.1507Abstract
Penelitian ini bertujuan untuk menguji pengaruh social media marketing activities terhadap brand loyality dan efek mediasi brand consciousness dan value consciousness, dengan studi kasus pada konsumen kopi Janji Jiwa di kota Surakarta. Sampel yang digunakan dalam penelitian ini adalah 109 responden, dengan kriteria konsumen yang mengetahui tentang kopi merek Janji Jiwa, konsumen yang melakukan pembelian produk Kopi Janji Jiwa dikawasan Kota Surakarta, dan konsumen yang mengikuti akun media sosial Instagram atau Facebook Kopi Janji Jiwa. Teknik analisis yang digunakan dalam penelitian ini adalah teknik Structural Equation Modelling (SEM), program aplikasi yang digunakan adalah Analysis Of Moment Structur (AMOS). Penyebaran kuesioner dilakukan secara daring menggunakan Google Form. Hasil penelitian menunjukkan bahwa Social media marketing activities berpengaruh terhadap brand consciousness dan value consciousness, Brand consciousness berpengaruh terhadap brand loyalty, social media marketing activities dan value consciousness tidak berpengaruh terhadap brand loyalty. Brand consciousness memediasi pengaruh social media marketing activities terhadap brand loyalty. Value consciousness tidak memediasi pengaruh social media marketing activities terhadap brand loyalty.
Keyword : Social media marketing activities, Brand consciousness, Value consciousness, Brand Loyalty.
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