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All Journal Jurnal Ekonomi
M. Haikal Sultana Abdullah
Department of Management, Faculty of Economi and Business, Universitas Trisakti, Jakarta, Indonesiaent, Faculty of Economi and business, Universitas Trisakti, Jakarta, Indonesia
Economics, Econometrics & Finance

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The Role Of Social Media Marketing Activities In Increasing Brand Loyalty M. Haikal Sultana Abdullah; Aekram Faisal
Jurnal Ekonomi Vol. 27 No. 3 (2022): November 2022
Publisher : Fakultas Ekonom dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/je.v27i3.1227

Abstract

The purpose of this study was to analyze the positive influence of social media marketing activities on brand loyalty both directly and through the mediating role of community engagement and brand engagement. The sample taken is with the criteria of individuals who have purchased fashion products on social media in the last 1 year. This study uses primary data obtained through questionnaires distributed to 211 respondents. Data were analyzed using the Structural Equation Model (SEM). The results of this study indicate that social media marketing activities do not have a direct (positive) influence on brand loyalty, but social media marketing activities have a positive influence on brand loyalty through the mediating role of community involvement and brand involvement.
Co-Authors Aekram Faisal