relation: https://eprints.untirta.ac.id/58058/
title: PENGARUH SOCIAL MEDIA MARKETING DAN BRAND IMAGE   TERHADAP LOYALITAS PELANGGAN ES DURIAN CAHYO   PRIMA HARAPAN KOTA BEKASI DENGAN KEPUASAN   SEBAGAI MEDIASI
creator: HANIFAH, AULIA
subject: S Agriculture (General)
description: This study aims to examine the influence of social media marketing and brand   image on customer loyalty with customer satisfaction as a mediating variable in the   context of Es Durian Cahyo at Prima Harapan, Bekasi City. A quantitative descriptive   approach was employed, utilizing Structural Equation Modeling–Partial Least Squares   (SEM-PLS) with SmartPLS 3.0 software. The sample consisted of 75 respondents   selected through purposive sampling. The results reveal that social media marketing   does not have a significant direct effect on customer loyalty (p > 0.05). However, it   significantly affects customer satisfaction (p < 0.05). Brand image shows a significant   influence on both customer satisfaction and loyalty (p < 0.05). Furthermore, customer   satisfaction significantly impacts customer loyalty (p < 0.05). The mediation analysis   indicates that customer satisfaction significantly mediates the relationship between   social media marketing and customer loyalty, as well as between brand image and   customer loyalty. These findings highlight the crucial role of customer satisfaction as a   bridging factor between marketing strategies and loyalty outcomes. In conclusion,   businesses such as Es Durian Cahyo should focus on enhancing customer satisfaction   through effective social media engagement and a strong brand image to build long-term   customer loyalty. Strengthening these aspects could improve customer retention and   create a more sustainable competitive advantage.
date: 2026-02-05
type: Thesis
type: NonPeerReviewed
format: text
language: en
identifier: https://eprints.untirta.ac.id/58058/1/AULIA%20HANIFAH_4441210061_FULL%20TEXT.pdf
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identifier: https://eprints.untirta.ac.id/58058/2/AULIA%20HANIFAH_4441210061_01.pdf
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identifier: https://eprints.untirta.ac.id/58058/3/AULIA%20HANIFAH_4441210061_02.pdf
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identifier: https://eprints.untirta.ac.id/58058/4/AULIA%20HANIFAH_4441210061_03.pdf
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identifier: https://eprints.untirta.ac.id/58058/5/AULIA%20HANIFAH_4441210061_04.pdf
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identifier: https://eprints.untirta.ac.id/58058/6/AULIA%20HANIFAH_4441210061_05.pdf
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identifier: https://eprints.untirta.ac.id/58058/7/AULIA%20HANIFAH_4441210061_REF.pdf
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language: en
identifier: https://eprints.untirta.ac.id/58058/8/AULIA%20HANIFAH_4441210061_LAMP.pdf
identifier:   HANIFAH, AULIA  (2026) PENGARUH SOCIAL MEDIA MARKETING DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN ES DURIAN CAHYO PRIMA HARAPAN KOTA BEKASI DENGAN KEPUASAN SEBAGAI MEDIASI.  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.