ANALISIS PEMANFAATAN SOCIAL MEDIA MARKETING TERHADAP CUSTOMER LOYALTY YANG MENGGUNAKAN BRAND TRUST SEBAGAI VARIABEL MEDIASI

JURNAL RISET MANAJEMEN DAN BISNIS (JRMB) FE-UNIAT

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Field Value
 
Title ANALISIS PEMANFAATAN SOCIAL MEDIA MARKETING TERHADAP CUSTOMER LOYALTY YANG MENGGUNAKAN BRAND TRUST SEBAGAI VARIABEL MEDIASI
 
Creator Anggraeni, Ruri
Layaman, Layaman
Djuwita, Diana
 
Description This research is motivated by the results of the Hootsuite (We are Social) Survey which revealed that there are 56% of Bank customers who use social media. This study aims to determine the use of social media marketing to brand trust and its impact on brand trust and customer loyalty. Data collection through the distribution of questionnaires to Islamic Bank customers. The analysis technique used is path analysis. The results showed that Social Media Marketing a positive and significant effect on brand trust. In addition, Brand Trust and Social Media Marketing partially have a positive and significant effect on Customer Loyalty. And, indirectly that Social Media Marketing towards Customer Loyalty is mediated by Brand Trust. Managerial implications were found in this study.
 
Publisher Economic Faculty, Attahiriyah Islamic University
 
Date 2019-10-25
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/304
 
Source Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT; Vol 4 No 3 (2019); 445 – 456
2581-2165
2527-7502
 
Language eng
 
Relation http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/304/166
 
Rights Copyright (c) 2019 Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT
http://creativecommons.org/licenses/by-nc-sa/4.0
 

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