PENGARUH SOCIAL MEDIA MARKETING MELALUI BRAND AWARENESS TERHADAP BRAND LOYALTY PADA INSTAGRAM @digitalbusiness.upi

Muhammad Safiq, - (2023) PENGARUH SOCIAL MEDIA MARKETING MELALUI BRAND AWARENESS TERHADAP BRAND LOYALTY PADA INSTAGRAM @digitalbusiness.upi. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Universitas Pendidikan Indonesia turut membuka Program Studi Bisnis Digital, yang tidak hanya melakukan sosialisasi secara konvensional, tetapi juga melalui media sosial Instagram @digitalbusiness.upi, Namun begitu, berdasarkan data engagement dari akun Instagram @digitalbusiness.upi mengalami penurunan sebesar 70,3%, di sisi lain kompetitor Program Studi Bisnis Digital dari Universitas lain yang juga menggunakan pemasaran media sosial. Penelitian ini menggunakan metode analisis deskriptif kuantitatif yang kemudian data diperoleh dari penyebaran kuesioner menggunakan metode non-probability sampling dengan purposive sampling. Sehingga sampel yang digunakan sebanyak 180 mahasiswa Program Studi Bisnis Digital. Analisis data yang digunakan adalah teknik analisis data deskriptif dan inferensial menggunakan Partial Least Square (PLS) dengan software SmartPLS 3.2.9. Hasil penelitian ini menunjukkan (1) Kesadaran merek berpengaruh positif dan signifikan terhadap loyalitas merek dengan koefisien jalur sebesar 0,527. (2) Pemasaran media sosial berpengaruh positif dan signifikan terhadap kesadaran merek dengan koefisien jalur sebesar 0,562. (3) Pemasaran media sosial berpengaruh positif dan signifikan terhadap loyalitas merek dengan koefisien jalur sebesar 0,364. (4) Pemasaran media sosial berpengaruh positif dan signifikan terhadap loyalitas merek melalui kesadaran merek dengan koefisien jalur sebesar 0,296. Adapun Pemasaran media sosial dan kesadaran merek memiliki kontribusi sebesar 62,10% dalam mempengaruhi loyalitas merek, sedangkan sisanya sebesar 37,90% dipengaruhi variabel lain.

University of Education Indonesia also opened a Digital Business Study Program, which not only conducts conventional socialization, but also through social media Instagram @digitalbusiness.upi, however, based on engagement data from the Instagram account @digitalbusiness.upi has decreased by 70.3%, on the other hand the Digital Business Study Program competitors from other universities who also use social media marketing. This study uses a quantitative descriptive analysis method which then the data is obtained from distributing questionnaires using a non-probability sampling method with purposive sampling. So that the sample used was 180 students of the Digital Business Study Program. The data analysis used is descriptive and inferential data analysis techniques using Partial Least Square (PLS) with SmartPLS 3.2.9 software. The results of this study indicate (1) Brand awareness has a positive and significant effect on brand loyalty with a path coefficient of 0.527. (2) Social media marketing has a positive and significant effect on brand awareness with a path coefficient of 0.562. (3) Social media marketing has a positive and significant effect on brand loyalty with a path coefficient of 0.364. (4) Social media marketing has a positive and significant effect on brand loyalty through brand awareness with a path coefficient of 0.296. Social media marketing and brand awareness have a contribution of 62.10% in influencing brand loyalty, while the remaining 37.90% is influenced by other variables.

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Item Type:	Thesis (S1)
Additional Information:	Link Google Scholar: https://scholar.google.com/citations?view_op=list_works&hl=id&user=hF9UvmkAAAAJ ID SINTA Dosen Pembimbing: Btari Mariska Purwaamijaya: 6681170 Oding Herdiana: 6745912
Uncontrolled Keywords:	Program Studi Bisnis Digital, Pemasaran Media Sosial, Kesadaran Merek, Loyalitas Merek
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Muhammad Safiq
Date Deposited:	04 Sep 2023 03:26
Last Modified:	04 Sep 2023 03:26
URI:	http://repository.upi.edu/id/eprint/91493

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