Lestari, Putri Irianti (2022) Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Kepercayaan Merek dan Loyalitas Merek Pada Pengguna Produk Skincare Somethinc di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
Skincare is a beauty product that is currently on the rise, one of which is skincare with the Somethinc brand. Although Somethinc is a new brand that was released in 2019 but somethinc has become the TOP 3 best selling skincare brand in Shopee and Tokopedia this is because Somethinc continues to innovate and utilize social media very well to market its products. The purpose of this study was to examine the effect of social media marketing activities on brand trust and brand loyalty on Somethinc skincare product users in Surabaya. This research methodology uses 130 respondents who were collected using a questionnaire in the Surabaya area. Respondents' responses were analyzed using descriptive analysis and statistical analysis through the Warp PLS 7.0 program. The results show that the value of social media marketing activities has a significant effect on brand trust and social media marketing activities has no significant effect on brand loyalty and also brand trust has a significant effect on brand loyalty. The practical implication of this research is to develop future marketing strategies, especially as an evaluation of Somethinc's social media marketing performance, it is important to increase social media marketing activities that have an impact on brand trust and brand loyalty. Keywords: Social Media Marketing Activities, Brand Trust, Brand Loyalty
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | PUTRI IRIANTI LESTARI |
| Date Deposited: | 04 Apr 2022 05:38 |
| Last Modified: | 04 Apr 2022 05:38 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8728 |
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