ANALISIS PENGARUH PEMASARAN MEDIA SOSIAL, PENGALAMAN MEREK, DAN CITRA MEREK TERHADAP LOYALITAS MEREK PADA FASHION UNIQLO

Andya Syalaisha Rizkika, . (2024) ANALISIS PENGARUH PEMASARAN MEDIA SOSIAL, PENGALAMAN MEREK, DAN CITRA MEREK TERHADAP LOYALITAS MEREK PADA FASHION UNIQLO. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The fashion industry is an important aspect of people's lifestyles in expressing themselves. Over time, the development of the fashion industry in Indonesia has also increased and created business competition in this industry. There is a phenomenon that occurs and affects brand loyalty in Uniqlo fashion, so the formulation of the problem is whether social media marketing, brand experience, and brand image affect brand loyalty. This study includes quantitative research with the aim of knowing, analyzing, and proving the influence of social media marketing, brand experience, and brand image on brand loyalty. The sample in this study was 100 respondents who were Uniqlo consumers aged ≥ 18 years who bought Uniqlo products more than twice, had seen Uniqlo social media, and were also active in South Jakarta. Sampling was carried out using a purposive sampling technique, which was then analyzed descriptively and inferentially using SmartPLS 4.0 software. The results of this study indicate that (1) social media marketing has a significant effect on brand loyalty, (2) brand experience has a significant effect on brand loyalty, and (3) brand image does not have a significant effect on brand loyalty.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2110111091] [Pembimbing: Lina Aryani] [Penguji 1: Dienni Ruhjatini Sholihah] [Penguji 2: Guntur Syahputra Saragih]
Uncontrolled Keywords: social media marketing, brand experience, brand image, and brand loyalty
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: ANDYA SYALAISHA RIZKIKA
Date Deposited: 13 Feb 2025 07:55
Last Modified: 13 Feb 2025 07:55
URI: http://repository.upnvj.ac.id/id/eprint/34424

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