Pengaruh Social Media Marketing Pada Consumer Brand Engagement Terhadap Merek Luxcrime
Abstract
Sosial media telah memainkan peran penting dalam strategi pemasaran yang dimanfaatkan oleh perusahaan untuk menciptakan komunikasi langsung dan hubungan baik dengan pelanggan. Tujuan dari penelitian ini adalah untuk mengetahui penggunaan pemasaran sosial media yang mempengaruhi niat beli pelanggan pada pelayanan purna jual pada merek Luxcrime di Jakarta utara. Jenis penelitian ini kuantitatif dengan teknik purposive sampling yang disebarkan melalui kuesioner kepada 175 responden wanita yang menggunakan merek Luxcrime berusia di atas 17 tahun ke atas, yang mengikuti akun sosial media Luxcrime serta pernah melakukan pembelian merek minimal dua kali yang di temukan di wilayah Kota Administrasi Jakarta Utara. Hasil penelitian ini menunjukan 7 Hipotesis yang diajukan diterima, dan variabel Consumer brand engagement memiliki pengaruh paling besar terhadap Brand Awarness. Kemudian Trendiness memberikan pengaruh tidak langsung paling besar terhadap Consumer brand engagement dan Brand Awarness. Penelitian ini memberikan kontribusi kepada perusahaan untuk lebih fokus kepada nilai yang dirasakan dan pengelaman pelanggan. Hasil penelitian selanjutnya, peneliti menyarankan untuk dapat memperluas wilayah penelitian dan dapat menambahkan variabel penelitian lainnya.
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