Pengaruh social media marketing, brand equity, dan brand experience terhadap brand loyalty pada Indomie - Novia, Marsela; Loisa, Riris (Universitas Tarumanagara, 2024)
The food and beverage processing industry in Indonesia experienced a decline in GDP in 2020 due to the Covid-19 pandemic. One of the leading companies in this industry is Indomie, which also experienced a decline in GDP. This research aims to examine the influence of social media marketing, brand equity, and brand experience on the brand loyalty of Indomie. This research was conducted on 200 Indomie consumer respondents in Jakarta. The data processing used is PLS-SEM (Partial Least Squares-Structural Equation Modeling). The results of this research show that social media marketing, brand equity, and brand experience have a significant direct influence on the brand loyalty of Indomie consumers. However, based on indirect influence testing, social media marketing can only influence brand loyalty through brand experience. Industri pengolahan makanan dan minuman di Indonesia mengalami penurunan PDB pada tahun 2020 akibat pandemi Covid-19. Salah satu perusahaan unggulan pada industri ini, yaitu Indomie, yang juga mengalami penurunan PDB. Penelitian ini bertujuan untuk menguji pengaruh social media marketing, brand equity, dan brand experience terhadap brand loyalty pada Indomie. Penelitian ini dilakukan terhadap 200 responden konsumen Indomie di Jakarta. Pengolahan data yang digunakan, yaitu PLS-SEM (Partial Least Squares-Structural Equation Modeling). Hasil penelitian ini menunjukkan bahwa social media marketing, brand equity, dan brand experience memiliki pengaruh langsung yang signifikan terhadap brand loyalty konsumen Indomie. Namun secara pengujian pengaruh tidak langsung, social media marketing hanya bisa berpengaruh terhadap brand loyalty melalui brand experience.