Peran Media Sosial Dalam Memperkuat Loyalitas Pada Merek

Sartikah Sartikah, Girang Razati, Rd. Dian Herdiana Utama

Abstract


The purpose of this study is to describe of social media and brand loyalty. In addition, to determine the effect of social media on brand loyalty. this type of research is descriptive and verifikatif, by using online survey method. Sampling technique used is simple random sampling. The sample in this study amounted to 235 people with object of this research is Teh Botol Sosro. Data analysis techniques in this study using a simple linear regression analysis. the results of this study show the social media and brand loyalty categorized high on the continuum line. The result of correlation calculation of social media variables have a significant influence on brand loyalty

Keywords


Brand Loyalty; Fanpage Facebook; Social Media; Teh Botol Sosro

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References


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Skripsi:

Lestari, Isnawati eka. 2016. Pengaruh media sosial terhadap brand equity dan dampaknya pada keputusan pembelian (studi kasus fanspage facebook Hijab elzatta). Program sarjana alih jenis manajemen departemen manajemen fakultas ekonomi dan manajemen. Institut Pertanian Bogor

Website:

consume! Consumer Buisness Media, diakses 15 Desember 2015

http://www.topbrand-award.com/ pada hari sabtu di akses pukul 12.36 A.M WIB

www.tehbotolsosro.com: Anggota fanpage facebook Teh Botol SosrO




DOI: https://doi.org/10.17509/strategic.v18i1.17588

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