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All Journal Journal of Politic and Government Studies Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik CESS (Journal of Computer Engineering, System and Science) VISA: Journal of Vision and Ideas
Adhitya Nugraha
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Arts Humanities Computer Science & IT Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences

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Journal : VISA: Journal of Vision and Ideas

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Pengaruh Social Media Marketing terhadap Brand Loyalty dengan Value Consciousness dan Brand Consciousness Sebagai Variabel Mediasi: Studi Kasus Pelanggan Kopi Janji Jiwa Adhitya Nugraha; Soepatini
VISA: Journal of Vision and Ideas Vol. 4 No. 1 (2024): VISA: Journal of Vision and Ideas
Publisher : IAI Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/visa.v4i1.1948

Abstract

This research aims to investigate the impact of Social Media Marketing on Brand Loyalty, with Value Consciousness and Brand Consciousness as mediating variables. A case study was conducted on Kopi Janji Jiwa customers, focusing on how social media marketing influences brand loyalty and the effects of value awareness and brand awareness as mediators in this process. The research method involved data collection through surveys of respondents who are loyal customers of Kopi Janji Jiwa. The results of data analysis indicate that Social Media Marketing has a positive and significant influence on Brand Loyalty. Furthermore, Value Consciousness and Brand Consciousness are proven to mediate the relationship between Social Media Marketing and Brand Loyalty. This means that social media marketing not only strengthens brand loyalty directly but also through the influence generated on the value awareness and brand consciousness of customers.
Co-Authors Junta Zeniarja Muhammad Joyo Satrio Purwoko . Soepatini Welly Wirman Wiwik Widayati