Pengaruh Sosial Media Marketing, Brand Equity dan Brand Experience terhadap Brand Loyalty pada Indomie

Novia, Marsela (2023) Pengaruh Sosial Media Marketing, Brand Equity dan Brand Experience terhadap Brand Loyalty pada Indomie. Masters thesis, Universitas Tarumanagara.

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Abstract

The food and beverage processing industry in Indonesia experienced a decline inGDPin 2020 due to the COVID-19 pandemic. One of the leading companies in this industry is Indomie, which also experienced a decline in GDP. This research aims to examinetheinfluence of Social media marketing, brand equity and brand experience on brand loyaltyofIndomie. This research was conducted on 200 Indomie consumer respondents in Jakarta. Thedata processing used is PLS-SEM. The results of this research show that Social mediamarketing, brand equity, and brand experience have a significant direct influence on brand loyalty of Indomie consumers. However, based on indirect influence testing, Social mediamarketing can only influence brand loyalty through brand experience

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Dr. Riris Loisa, M.Si
Uncontrolled Keywords:	Keywords: Social media marketing, Brand Experience, Brand Equity, Brand Loyalty, Indomie
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	10 Jun 2026 11:01
Last Modified:	10 Jun 2026 11:01
URI:	https://repository.untar.ac.id/id/eprint/49888

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