Valent, Angelica (2023) PENGARUH SOCIAL MEDIA MARKETING, CUSTOMER ENGAGEMENT, DAN BRAND TRUST TERHADAP BRAND LOYALTY PADA BRAND MAYBELLINE DENGAN CUSTOMER SATISFACTION SEBAGAI MEDIASI. Skripsi thesis, Universitas Tarumanagara.
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Abstract
This study aims to determine whether social media marketing, customer
engagement, and brand trust can influence brand loyalty by mediating
customer satisfaction. A total of 100 respondents were successfully
collected through online questionnaires. Sampling using non-probability
sampling and purposive sampling. This study uses the PLS-SEM (Partial
Least Square-Structural Equation Modeling) program. The results of the
study show that social media marketing has no significant effect on brand
loyalty. Customer engagement and brand trust have a significant influence
on customer satisfaction. Customer engagement and brand trust has
significant effect on brand loyalty. Customer engagement and brand trust
has significant effect on brand loyalty through customer.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 13 Mar 2024 03:40 |
| Last Modified: | 13 Mar 2024 03:40 |
| URI: | https://repotest.untar.ac.id/id/eprint/43272 |
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