Pengaruh Social Media Marketing Activities Terhadap Loyalitas Merek Melalui Brand Equity dan Kepercayaan Merek pada Konsumen Parfum SAFF & CO

Daffa Suheno, Vidyarini Dwita

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing Activities (SMMA) terhadap Loyalitas Merek, baik secara langsung maupun melalui Brand Equity dan Kepercayaan Merek sebagai variabel mediasi, pada konsumen parfum SAFF & Co di Kota Padang. Populasi penelitian terdiri atas seluruh konsumen parfum SAFF & CO yang berdomisili di Kota Padang, sedang menggunakan produk, dan aktif mengikuti konten media sosial merek tersebut. Sampel penelitian sebanyak 205 responden ditentukan menggunakan teknik purposive sampling, yaitu konsumen yang telah membeli produk SAFF & Co minimal satu kali dalam tiga bulan terakhir. Pengumpulan data dilakukan melalui kuesioner menggunakan skala Likert lima poin. Analisis data menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4.0. Hasil penelitian menunjukkan bahwa (1) SMMA berpengaruh positif dan signifikan terhadap Brand Equity dan Kepercayaan Merek; (2) Brand Equity dan Kepercayaan Merek berpengaruh positif dan signifikan terhadap Loyalitas Merek; (3) SMMA berpengaruh positif dan signifikan secara langsung terhadap Loyalitas Merek; serta (4) Brand Equity dan Kepercayaan Merek terbukti memediasi secara signifikan pengaruh SMMA terhadap Loyalitas Merek, dengan Kepercayaan Merek sebagai mediator yang lebih kuat. Temuan ini mengindikasikan bahwa aktivitas pemasaran media sosial yang dikelola secara konsisten dapat membangun kepercayaan dan ekuitas merek yang pada akhirnya mendorong loyalitas konsumen.

Keywords


Social Media Marketing Activities, Brand Equity, Kepercayaan Merek, Loyalitas Merek, SAFF & CO

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DOI: https://doi.org/10.17509/ijdb.v6i1.106734

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