PENGARUH SOCIAL MEDIA MARKETING, CUSTOMER ENGAGEMENT, DAN BRAND TRUST TERHADAP BRAND LOYALTY PADA BRAND MAYBELLINE DENGAN CUSTOMER SATISFACTION SEBAGAI MEDIASI

Valent, Angelica (2023) PENGARUH SOCIAL MEDIA MARKETING, CUSTOMER ENGAGEMENT, DAN BRAND TRUST TERHADAP BRAND LOYALTY PADA BRAND MAYBELLINE DENGAN CUSTOMER SATISFACTION SEBAGAI MEDIASI. Skripsi thesis, Universitas Tarumanagara.

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Abstract

This study aims to determine whether social media marketing, customer engagement, and brand trust can influence brand loyalty by mediating customer satisfaction. A total of 100 respondents were successfully collected through online questionnaires. Sampling using non-probability sampling and purposive sampling. This study uses the PLS-SEM (Partial Least Square-Structural Equation Modeling) program. The results of the study show that social media marketing has no significant effect on brand loyalty. Customer engagement and brand trust have a significant influence on customer satisfaction. Customer engagement and brand trust has significant effect on brand loyalty. Customer engagement and brand trust has significant effect on brand loyalty through customer.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 13 Mar 2024 03:40
Last Modified: 13 Mar 2024 03:40
URI: http://repository.untar.ac.id/id/eprint/43272

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