The Effect Of Social Media Marketing Activities On Brand Awareness, Brand Image And Brand Loyalty Toward Cottonink As A Fashion Local Brand; Female Consumer Perspective
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Institusion

Sekolah Tinggi Manajemen Ipmi

Author

Paramita, Annisa Surya

Subject

HG Finance 

Datestamp

2020-01-16 10:14:23 

Abstract :
The aim of this research is to analyze how social media marketing activities have affected on brand awareness, brand image and brand loyalty toward Indonesian fashion local brand named CottonInk. This study use these theories: social media marketing activities, brand awareness, brand image, and brand loyalty. In this research, the theories will be tested by quantitative method specifically by survey through online questionnaires and to analyse the causal relationship between the variables by surveying 100 respondents. The population of the research consists of the female consumers of age group 16-38 years old (Gen Z and millennial) who reside in Jakarta, have purchased CottonInk?s product and active on social media or follow CottonInk?s social media. The data obtained were analyzed by using structural equation modeling (SEM). The findings revealed that social media marketing activities has a significant and positive effect on brand awareness, brand image and brand loyalty. In addition, brand awareness has a significant and positive effect on brand image but not significantly have a positive effect on brand loyalty. Moreover, brand image has a significant and positive effect on brand loyalty. Keywords: Brand Awareness, Brand Image, Brand Loyalty, Social Media Marketing Activities. 

File :
THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON.pdf