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The Effects of Social Media Marketing Activities on Brand Love and Brand Trust that Has an Impact on Brand Loyalty of Visval Bags Consumers

Mahardhika, Novian Navas (2020) The Effects of Social Media Marketing Activities on Brand Love and Brand Trust that Has an Impact on Brand Loyalty of Visval Bags Consumers. In: The 2nd International Conference on Business and Banking Innovations (ICOBBI) 2020, 14 - 15 Agustus 2020, STIE Perbanas Surabaya.

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23. The Effects of Social Media Marketing Activities on Brand Love and Brand Trust That Have an impact on Brand Loyalty of Visval Bags Consumers.pdf

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Abstract

This study the effect of social media marketing activities on brand love and brand trust that has an impact for brand loyalty of Visval Bags Consumer. This study uses independent variables from Social Media Marketing Activities, the dependent variable is Brand Loyalty, Brand Love, and Brand Trust. The survey was conducted with a total of 100 respondents who used social media, learned about Visval Bags, bought and used Visval Bags in Gresik, Bangkalan, Mojokerto, Surabaya, Sidoarjo, and Lamongan (Gerbang Kertasusila). This study uses a non-probability sampling technique. The data collected was analyzed through WarpPLS 6.0 Structural Equation Modeling as a tool. The results of this study indicate that Social Media Marketing Activities significantly influence Brand Love and Brand Trust. The effect of social media marketing activities on brand loyalty is not significant, and brand love and brand trust significantly influence brand loyalty

Item Type: Conference or Workshop Item (Paper)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: ICOBBI (International Conference of Business and Banking Innovations)
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 10 Oct 2020 19:22
Last Modified: 20 Oct 2020 06:58
URI: http://eprints.perbanas.ac.id/id/eprint/5837

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