The Effect of Social Media Marketing Through Brand Awareness on Brand Loyalty on Instagram @digitalbusiness.upi

Muhammad Safiq

Abstract


University of Education Indonesia also opened a Digital Business Study Program, which not only conducts conventional socialization, but also through social media Instagram @digitalbusiness.upi, however, based on engagement data from the Instagram account @digitalbusiness.upi has decreased by 70.3%, on the other hand the Digital Business Study Program competitors from other universities who also use social media marketing. This study uses a quantitative descriptive analysis method which then the data is obtained from distributing questionnaires using a non-probability sampling method with purposive sampling. So that the sample used was 180 students of the Digital Business Study Program. The data analysis used is descriptive and inferential data analysis techniques using Partial Least Square (PLS) with SmartPLS 3.2.9 software. The results of this study indicate (1) Brand awareness has a positive and significant effect on brand loyalty with a path coefficient of 0.527. (2) Social media marketing has a positive and significant effect on brand awareness with a path coefficient of 0.562. (3) Social media marketing has a positive and significant effect on brand loyalty with a path coefficient of 0.364. (4) Social media marketing has a positive and significant effect on brand loyalty through brand awareness with a path coefficient of 0.296. Social media marketing and brand awareness have a contribution of 62.10% in influencing brand loyalty, while the remaining 37.90% is influenced by other variables.

Keywords


Digital Business Study Program; Social Media Marketing; Brand Awareness; Brand Loyalty

Full Text:

PDF

References


Afifah, H., Jasmien, L., Qisthi, M., Ihsan, R., dan Maesaroh, S. S. (2023). Pengaruh Pemasaran Digital dan Kemudahan Penggunaan Platform Marketplace Shopee terhadap Minat Beli Mahasiswa Bisnis Digital. E-Bisnis: Jurnal Ilmiah Ekonomi dan Bisnis, 16(1), 157-167.

Arafah, N., Pratama, D. K., Wahyudi, R., Utami, M. P., Prehanto, A., dan Purwaamijaya, B. M. (2023). PERSEPSI PELAKU USAHA FASHION DI KOTA TASIKMALAYA TERHADAP PENERAPAN AFILIASI MARKETING. Jurnal Industri Kreatif dan Kewirausahaan, 6(1), 52-59.

Gika, E. N. N., Hani, R. D., Zahra, D. A. A., Kholishah, A. N., dan Maesaroh, S. S. (2023). ANALISIS STRATEGI PEMASARAN DIGITAL DALAM UPAYA PENINGKATAN OMSET PENJUALAN (Studi Pada Konsumen Gojek di Tasikmalaya). Jurnal Pendidikan Tata Niaga (JPTN), 11(1), 18-28.

Lestari, L., Utami, M. P., Ikhsanudin, R., Hidayat, T., dan Maesaroh, S. S. (2022). ANALISIS PENERAPAN MANAJEMEN RISIKO K3 PADA KARYAWAN KAFE CHILLER MENGGUNAKAN ISO 31000. Jurnal Ekonomi dan Bisnis (EK dan BI), 5(2), 327-334.

Maesaroh, S. S. (2022). Analisis Faktor Konfirmatori dalam Mengukur Kapasitas Target Pasar Kredit Usaha Mikro, Kecil, dan Menengah. Wahana: Jurnal Ekonomi, Manajemen dan Akuntansi, 25(1), 13-29.

Mariska, B. P., Prasetyo, Y., and Fadhilah, F. (2021). Perception and Prospective Analysis of Artificial Intelligence on Human Capital and its Impact on Human Resources in The Industrial Revolution Era 4.0. Enrichment: Journal of Management, 12(1), 146-151.

Marta, M. S., Gunawan, A., Maesaroh, S. S., Nugraha, N., and Bahri, S. (2022). Interactive Effect of Capital Structure on Profitability and Earning Per Share of Sharia Bank. Journal of Islamic Economics and Business, 2(2), 97-111.

Mussaffa, S. S., Kashira, F. B., Hakim, M. P. K., Fayadh, R. I., and Maesaroh, S. S. (2023). Analisis Perilaku Konsumtif Terkait Dengan Penggunaan Flash Sale Dan Pembayaran Spaylater di Kota Tasikmalaya. JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis, 6(2), 593-600.

Purwaamijaya, B. M., and Prasetyo, Y. (2022). The Effect of Artificial Intelligence (AI) on Human Capital Management in Indonesia. Jurnal Manajemen dan Kewirausahaan, 10(2), 168-174.

Putra, A. P. Y., Al Multazim, M. F., Hafiz, M. Z., dan Maesaroh, S. S. (2023). Pengaruh Siaran Langsung Dan Konten Promosi Terhadap Minat Beli Mahasiswa Bisnis Digital UPI Di TikTok Shop. JIMEK: Jurnal Ilmiah Mahasiswa Ekonomi, 6(01).

Ramadhan, H. A., Purwaamijaya, B. M., dan Guntara, R. G. (2023). Pengaruh User Experience terhadap Customer Satisfaction pada Aplikasi Seluler Streaming Vidio. JTIM: Jurnal Teknologi Informasi dan Multimedia, 5(2), 122-133.

Ramadhani, A. R., Fauzi, M. A., Abdullah, M. M., Maesaroh, S. S., dan Herdiana, O. (2023). Pengaruh Pemasaran Media Sosial terhadap Keterlibatan Pelanggan (Survei pada Pengguna Halodoc di Indonesia). Jurnal Teknologi Terpadu, 9(1), 65-69.

Sianipar, D. M., Budiman, N. K., Qorihatunnasik, A., dan Maesaroh, S. S. (2023). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Keputusan Pembelian Konsumen Pada Fitur Go-Food. JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis, 6(2), 859-866.

Solihat, A., Siahaan, M. A., Maulidan, A. S., Prakoso, A. T., Habibilah, M. A., dan Maesaroh, S. S. (2023). Analisa Manajemen Risiko Pada Perusahaan Dagang Potong Ayam: Studi Kasus di PD Adil. Jurnal Dinamika Ekonomi & Bisnis, 20(2).

Usulu, R. Q., Adisubagja, B. D., Febrianti, D., Azhar, A., Prehanto, A., dan Nuryadin, A. (2023). PENERAPAN PEMASARAN DIGITAL PADA USAHA MIKRO KECIL DI KOTA TASIKMALAYA. Jurnal Industri Kreatif dan Kewirausahaan, 6(1), 34-40.




DOI: https://doi.org/10.17509/ijdb.v3i2.57733

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Universitas Pendidikan Indonesia (UPI)

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Indonesian Journal of Digital Business is published by Universitas Pendidikan Indonesia (UPI)
and managed by Department of Digital Business
Jl. Dr. Setiabudi No.229, Kota Bandung, Indonesia - 40154
View My Stats