Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Kecintaan Merek dan Kepercayaan Merek Yang Berdampak Pada Loyalitas Merek Visval Bags
Daftar Isi:
- This study analyzes the effect of social media marketing activities on brand love and brand trust that has an impact for brand loyalty of Visval Bags Consumer. This study uses independent variables from Social Media Marketing Activities, the dependent variable is Brand Loyalty, Brand Love, and Brand Trust. The survey was conducted with a total of 100 respondents who used social media, learned about Visval Bags, bought and used Visval Bags in Gresik, Bangkalan, Mojokerto, Surabaya, Sidoarjo, and Lamongan (Gerbang Kertasusila). This study uses a non probability sampling technique. The data collected was analyzed through WarpPLS 6.0 Structural Equation Modeling as a tool. The results of this study indicate that Social Media Marketing Activities significantly influence Brand Love and Brand Trust. The effect of social media marketing activities on brand loyalty is not significant, and brand love and brand trust significantly influence brand loyalty. Keywords: Social Media Marketing Activities, Brand Love, Brand Trust, Brand Loyalty