Hisyam, Farhan (2021) Pengaruh Aktivitas Pemasaran Media Sosial, Citra Merek, Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Shopee Di Kota Surabaya. Masters thesis, STIE Perbanas Surabaya.
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Abstract
The use of information technology, especially social media, is currently highly developed in business field. The company conducts marketing activities on social media to attract customers and improve marketing performance. This research aims to examine the effect of social media marketing activities on brand image, brand image on customer satisfaction, customer satisfaction on customer loyalty, and brand image on shopee customer loyalty in Indonesia. There are 150 respondents taken from questionnaire by using purposive sampling method, data collection in the contducted by distributing questionnaires and that sample used is based on criteria. This research uses warpPLS 6.0.. The results of this study are indicated social media marketing activities have a significant effect on the brand image of Shopee customers in Surabaya. Brand image has a significant effect on Shopee customer satisfaction in Surabaya. Customer satisfaction has a significant effect on Shopee customer loyalty in Surabaya. Brand image has a significant effect on Shopee customer loyalty in Surabaya.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Magister of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 19 Jan 2024 07:01 |
| Last Modified: | 19 Jan 2024 07:01 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11895 |
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