Alimbel, Figo (2023) Pengaruh Persepsi Nilai Dan Pemasaran Media Sosial Terhadap Loyalitas Merek Dengan Kepercayaan Sebagai Mediasi Pada Pengguna Jasa Pengiriman Di Kabupaten Siak. Masters thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
The purpose of this study was to examine and analyze the effect of perceived value, social media marketing, brand trust on brand loyalty on shippping services. The research methodology in this study used 208 samples collected through questionnaires and distributed in Siak area. Respondents' responses were analyzed by descriptive analysis using SPSS 26.0 and statistical analysis using WarpPls 7.0. The results showed that perceived quality and social media marketing had a significant positive effect on brand trust and brand loyalty, brand trust had a significant positive effect on brand loyalty, and Brand trust is able to mediate between perceived value and social media marketing on brand loyalty The implication of the study from this research is to give more attention to the development of strategies related to the benefits felt by consumers and activities on social media because overall it is very influential in determining the success of the delivery service which is measured in brand trust and brand loyalty.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.82 - SALES PROMOTION |
| Divisions: | Magister of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 23 Jan 2024 03:14 |
| Last Modified: | 23 Jan 2024 03:17 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11941 |
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