PENGARUH SOCIAL MEDIA MARKETING TERHADAP CUSTOMER ENGAGEMENT DAN LOYALITAS MEREK PADA AKUN INSTAGRAM TOKOPEDIA

JURNAL RISET MANAJEMEN DAN BISNIS (JRMB) FE-UNIAT

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Field Value
 
Title PENGARUH SOCIAL MEDIA MARKETING TERHADAP CUSTOMER ENGAGEMENT DAN LOYALITAS MEREK PADA AKUN INSTAGRAM TOKOPEDIA
 
Creator Utami, Giska Rizki
Saputri, Marheni Eka
 
Description Purpose- The purpose of this study was to determine the effect of social media marketing on brand loyalty through customer engagement on Tokopedia's Instagram.Design/methodology/approach- This research uses quantitative methods and types of causal descriptive research. sample owned by 100 people with a sampling technique using purposive sampling. The data is processed using descriptive analysis and path analysis.Findings- The results of the descriptive analysis of social media marketing variables and brand loyalty are included in the good category, while the customer engagement variable is quite good. The results of path analysis show that social media marketing has a significant effect on customer engagement. The customer engagement has a significant effect on brand loyalty. social media marketing has a significant effect on brand loyalty, and the indirect effect of social media marketing on brand loyalty through customer engagement.Keywords: social media marketing, customer engagement, brand loyalty
 
Publisher Economic Faculty, Attahiriyah Islamic University
 
Date 2020-06-30
 
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/388
 
Source Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT; Vol 5 No 2 (2020); 185 - 198
2581-2165
2527-7502
 
Language eng
 
Relation http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/388/223
 
Rights Copyright (c) 2020 Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT
http://creativecommons.org/licenses/by-nc-sa/4.0
 

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