KEKUATAN MEDIA SOSIAL DALAM MEMBANGUN LOYALITAS PELANGGAN PADA PRODUK UMKM MEREK EATSAMBEL DI INDONESIA

Mochamad Nurhadi; Muhammad Bintang Alfian; Herwin Ardianto; Muhammad Septama Prasetya

Authors

Mochamad Nurhadi Universitas Hayam Wuruk Perbanas
Muhammad Bintang Alfian Universitas Hayam Wuruk Perbanas
Herwin Ardianto Universitas Hayam Wuruk Perbanas
Muhammad Septama Prasetya

Keywords:

Social Media Marketing Activities, Brand Loyalty, Brand Love, Community Engagement

Abstract

Penelitian ini bertujuan untuk menganalisis kekuatan aktivitas pemasaran di media sosial produk UMKM merek Eatsambel dalam membangun loyalitas pelanggan dengan dimediasi oleh kecintaan merek, ekuitas merek, dan keterlibatan masyarakat. Penelitian ini menggunakan metode penelitian kuantitatif dengan teknik purposive sampling yang melibatkan 232 responden yang pernah menggunakan merek Eatsambel dan mengikuti akun media sosial merek Eatsambel. Teknik analisis menggunakan metode partial least squares dengan structural equation modeling (PLS-SEM). Hasil penelitian menunjukkan lemahnya kekuatan aktivitas pemasaran media sosial dalam membangun loyalitas merek. Namun dengan dibantu mediasi kecintaan merek dan keterlibatan masyarakat berdampak tumbuhnya kekuatan kekuatan aktivitas pemasaran media sosial dalam membangun loyalitas merek. Hasil penelitian juga menunjukkan kekuatan aktivitas pemasaran di media sosial dalam meningkatkan kecintaan merek, ekuitas merek dan keterlibatan masyarakat. Hasil penelitian juga menunjukkan pengaruh positif kecintaan merek dan keterlibatan masyarakat pada loyalitas merek, namun peningkatan ekuitas merek tidak memberikan dampak pada loyalitas merek.

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