Dampak Social Media Marketing Instagram dan Brand Image Pada Instagram Traveloka Terhadap Loyalitas Konsumen - Elsavira Nandya; Agus Maolana Hidayat (Pascasarjana STIE Amkop Makassar, 2022)
AbstrakRiset ini dicoba buat mengenali gimana social alat marketing instagram, brand image kepada loyalitas konsumen traveloka. Tujuan dilakukan penelitian ini yaitu guna mengenali dampak social media marketing instagram dan brand image pada instagram travelooka terhadap loyalitas konsumen secara parsial dan simultan. Penilitian ini memakai tata cara kuantitatif dengan tipe riset deskriptif. Pengumpulan sample dicoba dengan tata cara nonprobability sample serta jumlah reponden sebesar 100 orang pelanggan traveloka. Metode analisa informasi yang dipakai merupakan analisa deskriptif serta regresi linear berganda. Hasil riset membuktikan pada analisis deskriptif terhadap social media marketing instagram sebesar 76,8% masuk kedalam kategori baik, brand image sebesar 87,71% masuk ke dalam kategori sangat baik untuk loyalitas konsumen sebesar 82,69% termasuk ke dalam kategori baik. Secara parsial, social media marketing instagram dan brand image pada instagram traveloka berpengaruh dengan cara penting kepada kepatuhan pelanggan. Dengan cara simultan, terdapat pengaruh signifikan darisocial media marketing instagram dan brand image pada instagram traveloka berpengaruh terhadap loyalitas pelanggan. Kata Kunci: Social Media Marketing Instagram, Brand Image, Loyalitas Konsumen, Traveloka AbstractThis research was conducted to find out how Instagram social media marketing, brand image on traveloka consumer loyalty. The purpose of this study is to determine the impact of social media marketing Instagram and brand image on Instagram Travelooka on consumer loyalty partially and simultaneously. This research uses quantitative methods with descriptive research types. Sampling was carried out using the non-probability sample method and the number of respondents was 100 Traveloka consumers. The data analysis technique used is descriptive analysis and multiple linear regression. The results showed a descriptive analysis of social media marketing Instagram by 76.8% into the good category, brand image by 87.71% into the very good category for consumer loyalty by 82.69% included in the good category. Partially, Instagram social media marketing and brand image on Instagram Traveloka have a significant effect on consumer loyalty. Simultaneously, there is a significant influence from social media marketing Instagram and brand image on Instagram Traveloka on consumer loyalty Keywords: Social Media Marketing Instagram, Brand Image, Loyalitas Konsumen, Traveloka