BRAND IDENTIFICATION, SOCIAL MEDIA MARKETING, DAN BRAND SATISFACTION UNTUK MEMPREDIKSI BRAND LOYALTY BURGER KING: BRAND LOVE SEBAGAI VARIABEL MEDIASI

JAPIANA, MEILIA (2021) BRAND IDENTIFICATION, SOCIAL MEDIA MARKETING, DAN BRAND SATISFACTION UNTUK MEMPREDIKSI BRAND LOYALTY BURGER KING: BRAND LOVE SEBAGAI VARIABEL MEDIASI. Skripsi thesis, Universitas Tarumanagara.

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Abstract

This study aims to empirically test brand identification, social media marketing, and brand satisfaction predicting brand loyalty and indirectly through brand love. A total of 272 respondents who were customers that had consumed Burger King more than once were collected through an online questionnaire with non-convenience sampling technique, then the data was processed using PLS-SEM method. The test results show that brand identification cannot predict brand loyalty, while social media marketing, brand satisfaction, and brand love can predict brand loyalty. Furthermore, brand identification and brand satisfaction are able to predict brand love, but brand love cannot be predicted by social media marketing. For the last, brand identification and brand satisfaction can predict brand loyalty through brand love, while social media marketing mediated by brand love cannot predict brand loyalty. Brand Identification, Social Media Marketing, Brand Satisfaction, Brand Love, Brand Loyalty. Penelitian ini bertujuan untuk menguji secara empiris brand identification, social media marketing, dan brand satisfaction memprediksi brand loyalty, serta secara tidak langsung melalui brand love. Sebanyak 272 responden yang merupakan pelanggan yang pernah mengonsumsi Burger King lebih dari satu kali berhasil dikumpulkan melalui kuesioner online dengan teknik pensampelan non-convenience, kemudian data diolah menggunakan metode PLS-SEM. Hasil pengujian hipotesis menunjukkan bahwa brand identification tidak dapat memprediksi brand loyalty, sedangkan social media marketing, brand satisfaction, dan brand love dapat memprediksi brand loyalty. Selanjutnya, brand identification dan brand satisfaction mampu memprediksi brand love, namun brand love tidak dapat diprediksi oleh social media marketing. Terakhir, brand identification dan brand satisfaction dapat memprediksi brand loyalty melalui brand love, sedangkan social media marketing yang dimediasi brand love tidak dapat memprediksi brand loyalty. Brand Identification, Social Media Marketing, Brand Satisfaction, Brand Love, Brand Loyalty.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	21 Jun 2022 06:59
Last Modified:	26 Jul 2023 04:25
URI:	http://repository.untar.ac.id/id/eprint/36433

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