Pratiwi, Firda Amalia (2022) Pengaruh Social Media Marketing Terhadap Customer Loyalty Dengan Mediasi Brand Equity Dan Relationship Equity Pada Konsumen J.Co Donuts & Coffee Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
This study aims to determine: (1) the effect social media marketing on brand equity; (2) Effect Social Media Marketing on Relationship Equity; (3) Effect Brand Equity on Customer Loyalty; (4) Effect Relationship Equity on Customer Loyalty. The type of research used is a purposive sampling technique with a quantitative approach. The sample in this study amounted to 105 respondents who had bought J.CO Donuts & Coffee in Surabaya. The sampling technique used is SEM-PLS with data collection method using a questionnaire through Google Form. The analysis used is descriptive analysis and WarpPLS consisting of (Outer Model Evaluation) namely Convergent Validity Test, AVE Test, Composite Realibility Test and Cronbach Alpha Test and (Inner Model Evaluation) namely R-Squared Value and Hypothesis testing consisting of Path Coefficient and P-Values. The results of this study are (1) Social Media Marketing has a significant positive effect on Brand Equity; (2) Social Media Marketing has a significant positive effect to Relationship Equity; (3) Brand Equity has a significant positive effect on Customer Loyalty; (4) Relationship Equity has a significant positive effect on Customer 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: | FIRDA AMALIA PRATIWI |
| Date Deposited: | 30 May 2022 05:21 |
| Last Modified: | 30 May 2022 05:21 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8967 |
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