Brand Image dalam Memediasi Social Media Marketing Activities dalam Membangun Brand loyalty Natasha Skin Care
DOI:
https://doi.org/10.31004/jptam.v7i2.8703Keywords:
Brand Image, Brand Loyalty, Marketing, Skin Care, Social Media Marketing ActivitiesAbstract
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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