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Sartikah, Sartikah
Universitas Pendidikan Indonesia
Education

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Journal : STRATEGIC

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Peran Media Sosial Dalam Memperkuat Loyalitas Pada Merek Sartikah, Sartikah; Razati, Girang; Utama, Rd. Dian Herdiana
Strategic : Jurnal Pendidikan Manajemen Bisnis Vol 18, No 1 (2018): Strategic
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/strategic.v18i1.17588

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
Co-Authors Girang Razati, Girang Rd. Dian Herdiana Utama, Rd. Dian Herdiana