Pengaruh Social Media Marketing terhadap Customer Loyalty dengan Mediasi Value Equity dan Brand Equity pada Pelanggan Domino's Pizza di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Famiasari, Adeluvi Tri
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2023-11-29 04:22:10
Abstract :
This study aims to determine : (1) the influence of Social media Marketing has a significant influence on Value Equity; (2) the influence of Social Media Marketing has a significant influence on Brand Equity; (3) the influence of Value Equity has a significant influence on Customer Loyalty; and (4) the influence of brand Equity. have a Driving License C and a motor vehicle. The type of research used is purposive sampling technique research using quantitative approach. In the example of this study amounted to 100 respondents Domino's Pizza customers in Surabaya. We are a company engaged in the sale of survey equipment or measuring equipment, and procurement of Geological equipment, laboratory equipment, industrial equipment, engineering equipment, Gps, test equipment and control of geological equipment, laboratory equipment, industrial equipment, industrial equipment etc. The analysis used is Description and WarpPLS analysis which consists of (outer Model Evaluation) with Convergent validity test, Ave test, Composite Realibility test and Cronbach Alpha test and (inner Model evaluation) R-Squared value and hypothesis testing which consists of Path Coefficient and p-Values. The results of this study are: (1) Social Media Marketing has a significant influence on equity value; (2) social media marketing has a significant influence on Brand Equity; (3) equity value has a significant influence on customer loyalty; and (4) brand equity. Keywords : Social Media Marketing, Customer Loyalty, Value Equity, Brand Equity
This study aims to determine : (1) the influence of Social media Marketing has a significant influence on Value Equity; (2) the influence of Social Media Marketing has a significant influence on Brand Equity; (3) the influence of Value Equity has a significant influence on Customer Loyalty; and (4) the influence of brand Equity. have a Driving License C and a motor vehicle. The type of research used is purposive sampling technique research using quantitative approach. In the example of this study amounted to 100 respondents Domino's Pizza customers in Surabaya. We are a company engaged in the sale of survey equipment or measuring equipment, and procurement of Geological equipment, laboratory equipment, industrial equipment, engineering equipment, Gps, test equipment and control of geological equipment, laboratory equipment, industrial equipment, industrial equipment etc. The analysis used is Description and WarpPLS analysis which consists of (outer Model Evaluation) with Convergent validity test, Ave test, Composite Realibility test and Cronbach Alpha test and (inner Model evaluation) R-Squared value and hypothesis testing which consists of Path Coefficient and p-Values. The results of this study are: (1) Social Media Marketing has a significant influence on equity value; (2) social media marketing has a significant influence on Brand Equity; (3) equity value has a significant influence on customer loyalty; and (4) brand equity. Keywords : Social Media Marketing, Customer Loyalty, Value Equity, Brand Equity
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