Brand Image dalam Memediasi Social Media Marketing Activities dalam Membangun Brand loyalty Natasha Skin Care

Authors

  • Annisa Rizki Khairani Institut Pertanian Bogor, Indonesia
  • Ma’mun Sarma Institut Pertanian Bogor, Indonesia
  • Mimin Aminah Institut Pertanian Bogor, Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i2.8703

Keywords:

Brand Image, Brand Loyalty, Marketing, Skin Care, Social Media Marketing Activities

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing activities (SMMA) dan brand image (BI) terhadap brand loyalty (BL) pada Natasha Skin Care. Penelitian dilakukan melalui platform social media Instagram resmi Natasha Skin Care. Penelitian ini menggunakan metode penelitian kuantitatif. Data yang dikumpulkan adalah data primer melalui kuesioner yang disebarkan menggunakan Google Form pada bulan November hingga Desember 2022, dengan melibatkan 120 responden. Metode pengambilan sampel menggunakan teknik purposive sampling. Data dianalisis menggunakan Structural Equation Modeling (SEM) dengan pendekatan partial least square (PLS) menggunakan perangkat lunak SmartPLS versi 3. Hasil penelitian menunjukkan bahwa SMMA berpengaruh positif dan signifikan terhadap BI, SMMA berpengaruh positif dan signifikan terhadap BL, selanjutnya BI berpengaruh positif dan signifikan terhadap BL, dan terakhir, SMMA dimediasi oleh BI berpengaruh positif dan signifikan terhadap BL.

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Published

08-08-2023

How to Cite

Khairani, A. R. ., Sarma, M., & Aminah, M. (2023). Brand Image dalam Memediasi Social Media Marketing Activities dalam Membangun Brand loyalty Natasha Skin Care. Jurnal Pendidikan Tambusai, 7(2), 14556–14567. https://doi.org/10.31004/jptam.v7i2.8703

Issue

Vol. 7 No. 2 (2023): Agustus 2023

Section

Articles of Research

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