PENGARUH PEMASARAN DI MEDIA SOSIAL INSTAGRAM TIKET.COM TERHADAP BRAND LOYALTY

Fila Sofi Rabbani, . (2025) PENGARUH PEMASARAN DI MEDIA SOSIAL INSTAGRAM TIKET.COM TERHADAP BRAND LOYALTY. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to discuss the influence of Instagram Tiket.com social media marketing on brand loyalty. The theory used in this study is the Elaboration Likelihood Model because it can explain how someone analyzes persuasive messages on social media using two paths, the central and peripheral paths which will later affect the attitudes they take. This study uses a quantitative approach with a survey method. The population of this study were Instagram Tiket.com followers with a sample size of 384. Data testing techniques were processed using the SPSS version 29. The tests carried out included validity tests, reliability tests, normality tests, linearity tests, correlation tests, simple linear regression analysis, determination coefficient tests, and hypothesis tests. The results of the study showed a positive and significant relationship between social media marketing and brand loyalty. This means that the higher the social media marketing, the greater its influence on brand loyalty. The influence of marketing media on brand loyalty was 74.3%, while 25.7% was influenced by other factors outside the study. The results of this study are in line with the Elaboration Likelihood Model Theory, where central and peripheral routes play an important role in social media marketing to foster brand loyalty.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2110411246] [Pembimbing: Windhi Tia Saputra] [Penguji 1: Damayanti] [Penguji 2: Hermina Manihuruk]
Uncontrolled Keywords:	Brand Loyalty, Elaboration Likelihood Model, Instagram, Social Media Marketing
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User:	FILA SOFI RABBANI
Date Deposited:	06 Aug 2025 06:37
Last Modified:	06 Aug 2025 06:37
URI:	http://repository.upnvj.ac.id/id/eprint/38874

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