PUTRA, ANGGA ADI (2025) PERAN MEDIASI CUSTOMER ENGAGEMENT DAN BRAND TRUST PADA PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND LOYALTY (Studi Pada Konsumen AMDK Merek Club). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the role of customer engagement and brand trust in mediating the influence of social media marketing on brand loyalty among consumers of Club brand bottled water. The research method used is quantitative with a causal associative approach. Data were collected through questionnaires and literature studies. The population in this study consists of consumers of Club brand bottled water products in Indonesia, with a sample of 190 respondents selected using snowball sampling and purposive sampling techniques. The data analysis method employed is Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4 as the analytical tool. The results of this study indicate that: (1) social media marketing has a positive but insignificant effect on brand loyalty; (2) social media marketing has a positive and significant effect on customer engagement; (3) social media marketing has a positive and significant effect on brand trust; (4) customer engagement has a positive and significant effect on brand trust; (5) customer engagement has a positive and significant effect on brand loyalty; (6) brand trust has a positive and significant effect on brand loyalty; (7) customer engagement is able to mediate the influence of social media marketing on brand loyalty; (8) brand trust is able to mediate the influence of social media marketing on brand loyalty; and (9) customer engagement and brand trust are able to jointly mediate the influence of social media marketing on brand loyalty.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Studi ini bertujuan untuk mengetahui peran customer engagement dan brand trust dalam memediasi pengaruh social media marketing terhadap brand loyalty pada konsumen AMDK merek Club. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan asosiatif kausal. Pengumpulan data dilakukan melalui kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah konsumen produk AMDK merek Club di Indonesia, dengan sampel sebanyak 190 responden yang dipilih menggunakan snowball sampling dan purposive sampling. Metode analisis data yang digunakan adalah Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan alat analisis SmartPLS 4. Hasil studi ini menunjukkan bahwa: (1) social media marketing berpengaruh secara positif tetapi tidak signifikan terhadap brand loyalty. (2) social media marketing berpengaruh positif dan signifikan terhadap customer engagement. (3) social media marketing berpengaruh positif dan signifikan brand trust. (4) customer engagement berpengaruh positif dan signifikan terhadap brand trust. (5) customer engagement berpengaruh positif dan signifikan terhadap brand loyalty. (6) brand trust berpengaruh positif dan signifikan terhadap brand loyalty. (7) customer engagement mampu memediasi pengaruh social media marketing terhadap brand loyalty. (8) brand trust mampu memediasi pengaruh social media marketing terhadap brand loyalty. (9) customer engagement dan brand trust mampu memediasi pengaruh social media marketing terhadap brand loyalty. | |||||||||
| Uncontrolled Keywords: | social media marketing, customer engagement, brand trust, brand loyalty social media marketing, customer engagement, brand trust, brand loyalty | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Mr Angga Adi Putra | |||||||||
| Date Deposited: | 19 Dec 2025 02:05 | |||||||||
| Last Modified: | 19 Dec 2025 02:05 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/56773 |
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