Pengaruh Aktivitas Pemasaran Media Sosial, Citra Merek, Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Shopee Di Kota Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Hisyam, Farhan
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-01-19 07:01:56
Abstract :
The use of information technology, especially social media, is currently highly developed in business field. The company conducts marketing activities on social media to attract customers and improve marketing performance. This research aims to examine the effect of social media marketing activities on brand image, brand image on customer satisfaction, customer satisfaction on customer loyalty, and brand image on shopee customer loyalty in Indonesia. There are 150 respondents taken from questionnaire by using purposive sampling method, data collection in the contducted by distributing questionnaires and that sample used is based on criteria. This research uses warpPLS 6.0.. The results of this study are indicated social media marketing activities have a significant effect on the brand image of Shopee customers in Surabaya. Brand image has a significant effect on Shopee customer satisfaction in Surabaya. Customer satisfaction has a significant effect on Shopee customer loyalty in Surabaya. Brand image has a significant effect on Shopee customer loyalty in Surabaya.
The use of information technology, especially social media, is currently highly developed in business field. The company conducts marketing activities on social media to attract customers and improve marketing performance. This research aims to examine the effect of social media marketing activities on brand image, brand image on customer satisfaction, customer satisfaction on customer loyalty, and brand image on shopee customer loyalty in Indonesia. There are 150 respondents taken from questionnaire by using purposive sampling method, data collection in the contducted by distributing questionnaires and that sample used is based on criteria. This research uses warpPLS 6.0.. The results of this study are indicated social media marketing activities have a significant effect on the brand image of Shopee customers in Surabaya. Brand image has a significant effect on Shopee customer satisfaction in Surabaya. Customer satisfaction has a significant effect on Shopee customer loyalty in Surabaya. Brand image has a significant effect on Shopee customer loyalty in Surabaya.
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