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Research paper thumbnail of Prediksi Social Media Marketing dan Brand Uniqueness Terhadap Brand Loyalty: Brand Consciousness Sebagai Variabel Mediasi

Jurnal Manajerial Dan Kewirausahaan, 2019

The purpose of this research is to examine whether 1) Social media marketing can predict brand lo... more The purpose of this research is to examine whether 1) Social media marketing can predict brand loyalty 2) brand uniqueness can predict brand loyalty. 3) brand consciousness can predict brand loyalty. 4) brand consciousness mediates the prediction social media marketing on brand loyalty. Sample was selected using convenience sampling method amounted to 200 respondents. The result of this study show that social media marketing has significant effect to predict brand loyalty, brand uniqueness and brand consciousness have significant effect to predict brand loyalty, and brand consciousness mediates the prediction of social media marketing on brand loyalty.Tujuan dari penelitian ini adalah untuk menguji apakah 1) Pemasaran sosial mediadapat memprediksi loyalitas merek. 2) keunikan merekdapat memprediksi loyalitas merek. 3) kesadaran merek dapat memprediksi loyalitas merek. 4) kesadaran merekdapat memediasi prediksi pemasaran sosial mediaterhadap loyalitas merek. Sampel dipilih dengan men...

Research paper thumbnail of Prediksi Social Media Marketing dan Brand Uniqueness Terhadap Brand Loyalty: Brand Consciousness Sebagai Variabel Mediasi

Jurnal Manajerial Dan Kewirausahaan, 2019

The purpose of this research is to examine whether 1) Social media marketing can predict brand lo... more The purpose of this research is to examine whether 1) Social media marketing can predict brand loyalty 2) brand uniqueness can predict brand loyalty. 3) brand consciousness can predict brand loyalty. 4) brand consciousness mediates the prediction social media marketing on brand loyalty. Sample was selected using convenience sampling method amounted to 200 respondents. The result of this study show that social media marketing has significant effect to predict brand loyalty, brand uniqueness and brand consciousness have significant effect to predict brand loyalty, and brand consciousness mediates the prediction of social media marketing on brand loyalty.Tujuan dari penelitian ini adalah untuk menguji apakah 1) Pemasaran sosial mediadapat memprediksi loyalitas merek. 2) keunikan merekdapat memprediksi loyalitas merek. 3) kesadaran merek dapat memprediksi loyalitas merek. 4) kesadaran merekdapat memediasi prediksi pemasaran sosial mediaterhadap loyalitas merek. Sampel dipilih dengan men...

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