Sosiohumaniora
Vol 25, No 2 (2023): Sosiohumaniora: Jurnal Ilmu-Ilmu Sosial dan Humaniora, JULY 2023

CUSTOMER BRAND LOYALTY MODEL FOR SOCIAL MEDIA MARKETING

R. Dewi Pertiwi (Universitas Kebangsaan Republik Indonesia)
Wikrama Wardana (Universitas Pramita Indonesia)
Anthon Tondo (3Universitas Swiss German)
Anwar Sulaiman (Universitas Pramita Indonesia)
Merry Fithriani (Universitas Kebangsaan Republik Indonesia)
Gunawan Gunawan (Universitas Kebangsaan Republik Indonesia)
Lenny Menara Sari Saragih (Universitas IBBI Medan. Indonesia.)

Article Info

Publish Date
10 Jul 2023

Abstract

Identifying the relationship between user engagement, social media marketing, and word-of-mouth referrals to Gojek, an online transportation platform, was the objective of a study conducted in Indonesia. Using a quantitative causal method, researchers gauged the influence of factors like social media marketing and user engagement on customer loyalty. An exclusive group of 300 Instagram followers of Gojek, who had followed and liked their brand page for a minimum of six months, were handpicked for the research. Brand loyalty was identified as the most significant outcome produced through the use of structural equation modeling (SEM). The analysis highlighted a positive and significant effect from the exogenous variables on the endogenous variables. Social media marketing was the key factor contributing to this impact.

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Journal Info
Sosiohumaniora
Website

Abbrev

sosiohumaniora

Publisher

Universitas Padjadjaran

Subject

Arts Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

Description

Jurnal Sosiohumaniora adalah jurnal berskala nasional yang mencakup kajian ilmu sosial dan humaniora. Jurnal ini menaruh perhatian pada persoalan gender, pemberdayaan masyarakat, lembaga dan administrasi publik, sistem pemerintahan lokal dan kesehatan masyarakat. Jurnal Sosiohumaniora akan ...