Pengaruh Social Media Marketing terhadap Brand Loyalty yang Dimediasi oleh Lovemark dan Customer Engagement sebagai Variabel Moderasi

Aulianie Anwarie, Syafruddin Chan

Abstract


This study aims to measure the effect of social media marketing on brand loyalty mediated by lovemark with the moderating role of customer engagement on Somethinc products in Banda Aceh City. The sample used in this study were Somethinc product customers totaling 240 respondents. The data collection equipment used in this research is a questionnaire. The sampling technique used is non-probability sampling with purposive sampling method. Structural Equation Modelling (SEM) is used as an analytical method to determine the influence between the variables involved. Based on the results of SEM analysis, it is identified that social media marketing has an effect on lovemark, social media marketing has no effect on brand loyalty, lovemark has an effect on brand loyalty, lovemark fully mediates the effect of social media marketing on brand loyalty and customer engagement significantly moderates the effect of social media marketing on brand loyalty.

Keywords


Brand Loyalty; Social Media Marketing; Lovemark; Customer Engagement

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DOI: https://doi.org/10.24815/jimen.v9i3.31933

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Tim Redaksi:

Jurusan Manajemen Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala

Lantai II Gedung Induk

Darussalam, Banda Aceh, 2311

email: jim.manajemen@feb.usk.ac.id

 
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.