Pengaruh Pemasaran Media Sosial, Pengalaman Merek, dan Kepercayaan Merek terhadap Loyalitas Merek pada Produk Fashion

Authors

  • Rizqiah Insanita Universitas Esa Unggul , Indonesia
  • Lista Meria Universitas Esa Unggul , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.14622

Keywords:

Kepercayaan Merek, Loyalitas Merek, Pemasaran Media Sosial, Pengalaman Merek

Abstract

Setiap perusahaan dengan mereknya perlu memahami strategi untuk menghasilkan konsumen yang setia terhadap merek tersebut. Oleh karena itu, loyalitas merek menjadi salah satu aspek strategis terpenting dalam menjamin keberlangsungan dan pertumbuhan bisnis perusahaan terutama pada industri fashion. Penelitian ini bertujuan untuk menganalisis dampak pemasaran media sosial, pengalaman merek, dan kepercayaan merek terhadap loyalitas merek. Populasi penelitian ini adalah konsumen produk Uniqlo, H&M, dan Pull&Bear di Jabodetabek. Penelitian ini menggunakan metode purposive sampling dalam pengambilan sampel, dengan jumlah responden sebanyak 120. SEM-PLS digunakan untuk menganalisis lima hipotesis pada penelitian ini. Hasil menunjukkan bahwa pemasaran media sosial dan pengalaman merek berpengaruh positif terhadap kepercayaan merek, serta pemasaran media sosial dan pengalaman merek berpengaruh positif terhadap loyalitas merek. Namun, kepercayaan merek tidak berpengaruh positif terhadap loyalitas merek. Hasil penelitian ini memberikan implikasi dan rekomendasi kepada perusahaan untuk memperkuat hubungan dengan konsumen, meningkatkan kepercayaan merek agar mencapai tingkat loyalitas yang lebih tinggi

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Published

23-04-2024

How to Cite

Insanita, R., & Meria, L. (2024). Pengaruh Pemasaran Media Sosial, Pengalaman Merek, dan Kepercayaan Merek terhadap Loyalitas Merek pada Produk Fashion. Jurnal Pendidikan Tambusai, 8(1), 15772–15782. https://doi.org/10.31004/jptam.v8i1.14622

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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