Agustin, Raymond Bagas Dhani (2025) Peran Sosial Media Marketing Terhadap Pembelian secara Berulang Dengan Mediasi Kecintaan Merek, Kesadaran Merek, Kepercayaan Merek, Loyalitas Merek pada Brand Fashion Maternal Disaster di Indonesia. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The presence of various local and international fashion brands makes the competition in the fashion industry tighter. Maternal Disaster as one of the local fashion brands continues to strive to maintain its existence amidst changing trends and consumer preferences. This study aims to analyze the structural model of social media marketing strategies used to increase brand love, brand awareness, brand trust, and brand loyalty that make people make first-time purchases and have positive traits so that they will experience repeat purchases (Repurchase Intention) of Maternal Disaster brand local clothing products. The research population involved customers of Maternal Disaster brand local clothing products in major cities, with data collected from 186 respondents via Google Form questionnaire using a purposive sampling technique. Variables were measured with a Likert Scale, and data analysis was conducted using PLS-SEM through measurement and structural model evaluation. The results show that although marketing on social media does not directly increase the number of customers who ultimately purchase Maternal Disaster, it can increase repeat purchases through increased loyalty and love for the brand. In addition, it increases brand trust and brand awareness, which are paramount to increasing repeat purchases. Keywords : Social Media Marketing, Repurchase Intention, Brand Love, Brand Trust, Brand Awareness
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | RAYMOND BAGAS DHANI AGUSTIN |
| Date Deposited: | 17 Mar 2025 07:33 |
| Last Modified: | 17 Mar 2025 07:33 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13475 |
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