THE EFFECT OF PERCEIVED SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY THROUGH BRAND CONSCIOUSNESS AND VALUE CONSCIOUSNESS ON VIVO SMARTPHONE

  • Chrein Yonathan Yoel . Jurusan Manajemen, Fakultas Bisnis Universitas Katolik Widya Mandala Surabaya
  • Lena Ellitan
  • Robertus Sigit Haribowo Lukito . Jurusan Manajemen, Fakultas Bisnis Universitas Katolik Widya Mandala Surabaya
Abstract Views: 56 PDF Downloads: 43
Keywords: Perceived Social Media Marketing Ac-tivities, Brand Loyalty, Brand Con-sciousness, Value Consciousness

Abstract

This research was conducted to determine the influence of Social Media Marketing Activities on Brand Loyalty through Brand Consciousness and Value Consciousness in Vivo smartphone. This research is casual research. The sampling technique uses non probability sampling by purposive sampling by purposive sampling. Respondents in this study were Vivo smartphone users and   followed one of the Vivo smartphone social media.  While the sample is 100 respondents. Data in this study were collected by distributing questionnaires using Google Form (online). The data analysis technique used is Structural Equation Modeling (SEM) using the SmartPLS 3 program.  The result in this research indicate that:  Perceived Social Media Marketing Activities has a positive and significant effect on Brand Loyalty, Brand Consciousness and Value Consciousness. Brand Consciousness has a positive and significant effect on Brand Loyalty. Value Consciousness has no effect Brand Loyalty. Perceived Social Media Marketing Activities through Brand Consciousness and Value Consciousness has no effect on Brand Loyalty in Vivo smartphone users

Downloads

Download data is not yet available.

References

Ade. S.S., (2019). Pengaruh social media marketing activities terhadap brand loyalty yang dimediasi oleh value consciousness pada produk skincare nature republic. (Skripsi, Program Sarjana Uni-versitas Andalas Padang, Padang, Indonesia) didapat dari http://scholar.unand.ac.id/52748/.
Ahmed Q.M., Raziq M.M dan Ahmed S. (2018). The Role of Social Media Marketing and Brand Con-sciousness in Building Brand Loyalty. Global Management Journal for Academic & Corporate Studies, 8(1), 154-165.
Archie, A., Silvia. S, dan Indarini. I,. (2016). The im-pact social media marketing activities on brand loyalty: mediation effect of the brand & value consciousness towards addidas brand in indo-nesia. Journal of Management and Business, 15(2), 24-33.
Bilgin Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business and Management Studies: An International Journal, 6(1), 128-148.
Han, H., Nguyen, H.., Song, H, C, B,. Lee, S,. Kim, W. (2018). Drivers of brand loyalty in the chain cof-fee shop industry. International Journal of Hospi-tality Management, 72(1), 86–97.
Ismail A.R., (2017). The influence of perceived social media marketing activities on brand loyalty the mediation effect of brand and value conscious-ness. Asia Pacific Journal of Marketing and Logis-tics, 29(1), 1-31.
Jiang L dan Shan J. (2016). Counterfeits or shanzhai? the role of face and brand consciousness in lux-ury copycat consumption, Psychological Reports, 119(1), 181–199.
Khan M.M. (2019). The impact of perceived social media marketing activities: an empirical study in saudi context. International Journal of Market-ing Studies, 11(1), 134-149.
Kim, A. J. and Ko, E. (2012). Do social media market-ing activities enhance customer equity? An em-pirical study of luxury fashion brand, Journal of Business Research, 65(10), 1480-1486.
Pappu, R. and Quester, P.G. (2016), How does brand innovativeness affect brand loyalty, European Journal of Marketing,1(50),2-28.
Rather, R.A., Tehseen, S. and Parrey, S.H. (2018), Promoting customer brand engagement and brand loyalty through customer brand identifi-cation and value congruity, Spanish Journal of Marketing - ESIC, 3(22), 319-337.
Rini karyaningsih dan Sahid susilo nugroho. (2018) Pengaruh pemasaran media sosial pada loyal-itas merek dengan mediasi kesadaran merek dan kesadaran nilai. (Tesis, Program Pascasar-jana Universitas Gadjah Mada, Yogyakarta, In-donesia). http://etd.repository.ugm.ac.id/penelitian/detail/154972.
Sharda, N., dan Bhat, A. K. (2018). Austerity to mate-rialism and brand consciousness: luxury con-sumption in India. Journal of Fashion Marketing and Management: An International Journal, 22(2), 223–239.
Sheppard L dan Chakraborty S. (2016). An explana-tory study on indian young consumers’ luxury consumption: the underlying relationship of in-terpersonal influence, brand image, brand con-sciousness and demographic components with luxury brand purchase decision. International Journal of Current Engineering and Technology, 6(2), 662-634.
Statcounter. 2020, Social Media Stat Indonesia, Didapatdarihttps://gs.statcounter.com/social-media-stats/all/indonesia.
Tatar, S.B., Erdoğmus, E. I. (2016). The effect of social media marketing on brand trust and brand loy-alty for hotels. Inf Technol Tourism 16(1), 249–263.
Published
2021-07-25