Innovative: Journal Of Social Science Research
Vol. 3 No. 2 (2023): Innovative: Journal Of Social Science Research (Special Issue)

The Effect Of Social Media Marketing And Brand Experience With Brand Authenticity On Brand Love At Hmns.Id In Jakarta

Novanska Sabil Azka (Universitas Trisakti)

Article Info

Publish Date
22 Jun 2023

Abstract

The purpose of this research is to analyze social media marketing and brand experience with brand authenticity towards brand love. This study uses primary data obtained through questionnaires which are distributed to 150 respondents who use social media by using a "purposive sampling" sampling technique. Data were analyzed using the SEM method which was run by the AMOS program. The results of this study indicate that of the three hypotheses proposed in the study, there is one hypothesis that is rejected, namely the influence of social media marketing on brand authenticity.

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Journal Info
Innovative: Journal Of Social Science Research
Website

Abbrev

Innovative

Publisher

Universitas Pahlawan Tuanku Tambusai

Subject

Humanities Computer Science & IT Law, Crime, Criminology & Criminal Justice Public Health Other

Description

Innovative: Journal Of Social Science Research is a journal managed by Universitas Pahlawan Tuanku Tambusai which bridges researchers to publish research results in all scientific fields (multidiscipline). This includes the fields of education, health, law, economics, IT (Informatics Engineering), ...