Bintoro, Clarisa Arzety Shafa (2024) Pengaruh Social Media Marketing terhadap Brand Awareness, Brand Image, dan Brand Loyalty pada Produk Skincare Lokal di Kalangan Generasi Z. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Pertumbuhan pesat industri skincare lokal di Indonesia menciptakan persaingan yang semakin kompetitif. Para produsen skincare lokal perlu memanfaatkan keberadaan social media sebagai alat pemasaran untuk memperkuat merek mereka guna menciptakan brand awareness, brand image, dan brand loyalty di kalangan Generasi Z yang mendominasi keseluruhan penduduk Indonesia. Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis pengaruh social media marketing terhadap brand awareness, brand image, dan brand loyalty pada produk skincare lokal di kalangan Generasi Z. Populasi penelitian ini adalah generasi Z yang berusia 12-27 tahun. Sampel penelitian yang dipilih adalah responden pengguna aktif media sosial, pernah menggunakan dan membeli ulang produk skincare lokal minimal satu kali. Penelitian ini adalah penelitian kuantitatif dengan menggunakan teknik non-probability sampling. Data primer yang digunakan dalam penelitian ini dikumpulkan dari penyebaran kuesioner online berupa google form dan dianalis menggunakan analisis Partial Least Square - Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4. Hasil dari penelitian ini menunjukkan bahwa social media marketing berpengaruh positif terhadap brand awareness dan brand image, tetapi tidak memiliki pengaruh positif terhadap brand loyalty pada produk skincare lokal di kalangan Generasi Z. Selain itu, ditemukan adanya pengaruh positif antara brand awareness terhadap brand image dan brand loyalty, serta brand image terhadap brand loyalty. Produsen skincare lokal diharapkan untuk menciptakan konten media sosial yang menarik dan relevan untuk memperkuat brand awareness dan brand image di kalangan konsumen. Di samping itu, untuk meningkatkan brand loyalty produsen skincare lokal dapat mempertimbangkan inisiatif strategi pemasaran tambahan untuk mendorong loyalitas yang lebih kuat.
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The rapid growth of the local skincare industry in Indonesia has created an increasingly competitive environment. Local skincare manufacturers need to utilize the existence of social media as a marketing tool to strengthen their brands in order to create brand awareness, brand image, and brand loyalty among Generation Z, which dominates the overall population of Indonesia. This study aims to identify and analyze the effect of social media marketing on brand awareness, brand image, and brand loyalty in local skincare products among Generation Z. The population of this study is generation Z aged 12-27 years. The research sample selected was respondents who were active users of social media, had used and repurchased local skincare products at least once. This research is a quantitative research using non-probability sampling technique. The primary data used in this study were collected from distributing online questionnaires in the form of google forms and analyzed using Partial Least Square - Structural Equation Modeling (PLS-SEM) analysis through SmartPLS 4. The results of this study indicate that social media marketing has a positive effect on brand awareness and brand image, but does not have a positive influence on brand loyalty in local skincare products among Generation Z. In addition, there is a positive influence between brand awareness on brand image and brand loyalty, as well as brand image on brand loyalty. Local skincare manufacturers are expected to create interesting and relevant social media content to strengthen brand awareness and brand image among consumers. In addition, to increase brand loyalty, local skincare manufacturers can consider additional marketing strategy initiatives to encourage stronger loyalty.
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