Jati, Evan Kuncoro (2020) Pengaruh Social Media Marketing Terhadap Brand Loyalty. Studi Kasus: Luxury Sports Shoes. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Saat ini fenomena kultur sports shoes atau yang sering disebut sebagai Sneakers sedang dalam tren yang sangat tinggi, sneakers sendiri merupakan komoditas yang sangat bergantung terhadap tren yang ada di masyarakat dan tren tersebut disebar luaskan melalui sosial media oleh para penggunanya dengan beberapa tujuan tertentu mulai dari ingin memperlihatkan kekuatan ekonominya hingga ingin memiliki banyak interaksi dengan masyarakat online yang lain. Penelitian ini mengeksplorasi bagaimana pengaruh social media marketing kepada objek penelitian yaitu; luxury sports shoes dan khususnya melihat pengaruh terhadap loyalitas merek pada objek yang berkaitan. Dalam melakukan analisis menggunakan Structural Equation Modelling (SEM) dan untuk pengecekan reliabilitas dan validitasnya digunakan software AMOS. Variabel-variabel yang digunakan adalah Social media marketing, Brand consciousness, customer center metric, Brand trust, dan Brand loyalty. Sebanyak seratus enam puluh delapan (168) responden terlibat dalam penelitian ini. Mengahasilkan bahwa memang social media marketing berpengaruh kepada kepercayaan merek (Brand trust) yang nantinya akan berdampak juga kepada loyalitas merek suatu perusahaan. Sehingga peneliti menyarankan untuk para pelaku usaha khususnya di industri luxury sports shoes agara benar-benar memperhatikan pemasaran digital khususnya pada sosial media dikarenakan saat ini masyarakat sadar akan suatu merek sehingga terjadi kepercayaan melalui sosial media.
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Nowadays sports shoes culture phenomenon often called sneakers culture is emerging and in the highest trend, right now sneakers is a commodity that depends so much on trends among the people who used it and share it on his/her peers. This behavior is encouraged by social media usage with multiple intend to share it on their pages. It can come for flexing purposes, or just want to be engaged to the same loyalist or people that share same background and interest. This research explored how is the influence of social media marketing to the object of research that is: Luxury sports shoes, to be exact is to see the effect to brand loyalty of the brand. For conducting the analysist, structural equation modelling (SEM) will be used to measures the variables and for validity and reliability check AMOS is used to do the checking. the variables that will be used in the research is: Social media-based brand community, Brand consciousness, customer center metric, Brand trust, and Brand loyalty. This research is expected to give some benefit or advantages for the readers to know what are the variables that have a role to brand loyalty in luxury industry especially luxury sports shoes. Hundred sixty-eight (168) respondents already took part for this research, it shows that social media marketing have an effect for customer’s brand loyalty, it is shown that social media help people to be more trusting to the brand and the effect of that trust is consumers are more familiar and more loyal to the product. This research suggests that company who are in the luxury sports shoes industry to better step up their social media marketing activity for better product understanding and to create trust between company and consumers that can lead to loyalty.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | 3100020085422 RSMB 658.8 Jat p-1 |
| Uncontrolled Keywords: | Social media marketing, Brand loyalty, Luxury sports shoes, Structural Equation Modelling, |
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HM Sociology > HM742 Online social networks. H Social Sciences > HQ The family. Marriage. Woman > HQ2042 life style H Social Sciences > HX Socialism. Communism. Anarchism |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Evan Kuncoro Jati |
| Date Deposited: | 11 Jan 2023 07:49 |
| Last Modified: | 22 Feb 2023 05:48 |
| URI: | http://repository.its.ac.id/id/eprint/73275 |
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