Pengaruh Social Media Marketing Activities dalam Membentuk Brand Loyalty pada Produk Skincare Ramah Lingkungan
Abstract
Penelitian ini menguji faktor-faktor yang mempengaruhi loyalitas merek pada produk skincare ramah lingkungan. Penelitian ini merupakan penelitian kuantitatif menggunakan teknik purposive sampling method melalui penyebaran kuesioner secara daring dengan responden yaitu merupakan masyarakat yang berada di wilayah DKI Jakarta yang mengikuti akun media sosial dari merek skincare ramah lingkungan dan melakukan pembelian produk skincare ramah lingkungan sebanyak tiga kali dalam tiga bulan terakhir. Total responden dalam penelitian ini berjumlah 260 responden. Penelitian ini menggunakan perangkat lunak SPSS versi 25 untuk analisis data dan AMOS versi 26 untuk SEM. Hasil dari penelitian ini menunjukkan bahwa variabel aktivitas pemasaran media sosial memiliki pengaruh positif terhadap kepercayaan merek, keterlibatan komunitas, dan kesadaran merek. Kesadaran merek terbukti memiliki pengaruh positif terhadap loyalitas merek. Kemudian variabel aktivitas pemasaran media sosial, kepercayaan merek, dan keterlibatan komunitas tidak berpengaruh positif terhadap loyalitas merek.
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