Prediksi Social Media Marketingdan Brand Uniqueness Terhadap Brand Loyalty: Brand Consciousness Sebagai Variabel Mediasi
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Abstract
The purpose of this research is to examine whether 1) Social media marketing can predict brand loyalty 2) brand uniqueness can predict brand loyalty. 3) brand consciousness can predict brand loyalty. 4) brand consciousness mediates the prediction social media marketing on brand loyalty. Sample was selected using convenience sampling method amounted to 200 respondents. The result of this study show that social media marketing has significant effect to predict brand loyalty, brand uniqueness and brand consciousness have significant effect to predict brand loyalty, and brand consciousness mediates the prediction of social media marketing on brand loyalty.
Tujuan dari penelitian ini adalah untuk menguji apakah 1) Pemasaran sosial mediadapat memprediksi loyalitas merek. 2) keunikan merekdapat memprediksi loyalitas merek. 3) kesadaran merek dapat memprediksi loyalitas merek. 4) kesadaran merekdapat memediasi prediksi pemasaran sosial mediaterhadap loyalitas merek. Sampel dipilih dengan menggunakan convenience sampling dengan total jumlah 200 responden. Hasil dari penelitian ini menunjukan bahwa pemasaran sosial mediamemiliki efek yang signifikan untuk memprediksi loyalitas merek, keunikan merekdan kesadaran merekmemiliki efek yang signifikan untuk memprediksi loyalitas merek, dan kesadaran merekmemediasi prediksi pemasaran sosial mediaterhadap loyalitas merek.
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