Qotrunnada, Elissa (2022) Pengaruh Social Media Marketing Terhadap Customer Loyalty Dengan Mediasi Brand Equity Pelanggan Dunkin’ Donuts Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
The growth of the culinary world in Surabaya has increased, from various places that can be used as options for gathering or carrying out other activities, one of which is the Dunkin' Donuts outlet. Which is one of the people's options to enjoy the existing atmosphere, thus making outlet owners try to provide the best service and menu that is complemented by an atmosphere. The purpose of this study was to determine the effect of social media marketing on customer loyalty by using brand equity mediation at Dunkin' Donuts in the city of Surabaya. The research method used is descriptive research techniques, with quantitative research types. The sample in this study were Dunkin' Donuts customers/buyers in Surabaya, at least 19 years old, and domiciled in Surabaya. The analysis technique in this study uses Partial Least Square (PLS) analysis. The results in this study prove that: (1) Social Media Marketing has a significant positive effect on Customer Loyalty for Dunkin' Donuts customers in Surabaya; (2) Social Media Marketing has a significant positive effect on Brand Equity at Dunkin' Donuts in Surabaya; (3) Brand Equity has a significant positive effect on Customer Loyalty at Dunkin' Donuts in Surabaya; and (4) Social Media Marketing has a significant positive influence and Brand Equity as a mediating variable does not significantly affect Customer Loyalty.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | ELISSA QOTRUNNADA |
| Date Deposited: | 31 Oct 2023 07:52 |
| Last Modified: | 31 Oct 2023 07:52 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11578 |
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