PENGARUH PEMASARAN MEDIA SOSIAL, KESADARAN MEREK DAN KESADARAN NILAI TERHADAP LOYALITAS MEREK PADA EJ SKIN CLINIC DI KOTA BIREUEN
Keywords:
Pemasaran Media Sosial, Kesadaran Merek, Kesadaran NilaiAbstract
Penelitian ini mengkaji keterkaitan antara strategi promosi di media sosial, pengetahuan konsumen tentang merek, dan nilai yang dirasakan terhadap kesetiaan mereka pada merek pada ej skin clinic dikota bireuen. Penelitian ini menerapkan metode kuantitatif dengan 112 responden sebagai sampel. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada responden. Data yang telah didapat akan dilakukan analisis dengan menerapkan metode analisis statistik berganda dengan SPSS Versi 29. Penelitian ini menggunakan instrumen yang telah melalui uji validitas dan reliabilitas. Analisis data dilakukan dengan menerapkan uji asumsi klasik, yaitu uji normalitas dan uji heteroskedastisitas. Metode analisis yang dipakai adalah regresi linear berganda dengan pengujian hipotesis melalui uji t. Hasil temuan melihatkan bahwasanya pemasaran media sosial tidak begitu berpengaruh secara positif dan signifikan terhadap loyalitas merek, sedangkan kesadaran merek dan kesadaran nilai membuktikan bahwasanya variabel ini mempunya hubungan yang positif dan signifikan dengan loyalitas merek pada EJ Skin Clinic
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