MEMAHAMI PERAN VALUE CONSCIOUSNESS DAN BRAND CONSCIOUSNESS DALAM MENCIPTAKAN LOYALITAS PADA PRODUK SKINCARE
Universitas Negeri Malang
Indonesia
Universitas Negeri Malang
Indonesia
Abstract
Perkembangan teknologi informasi yang semakin pesat mendorong berbagai perusahaan bersaing dengan menerapkan strategi pemasaran melalului media sosial khususnya bagi perusahaan perawatan kulit di Indonesia. Strategi tersebut juga diterapkan oleh salah satu brand perawatan kulit pendatang baru asal Kanada. Melalui strategi social media marketing activities, brand tersebut mampu menjadi top brand perawatan kulit terlaris di e-commerce. Hal tersebut terjadi karena konsumen loyal terhadap brand tersebut. Selain itu, terdapat beberapa faktor yang menyebabkan konsumen memiliki brand loyalty. Tujuan penelitian ini yaitu mengetahui faktor yang dapat mempengaruhi kesetiaan merek seperti aktivitas pemasaran sosial media, value consciousness, dan brand consciousness. Untuk mengetahui pengaruh tersebut maka dilakukan survei secara daring menggunaan Google form kepada 422 responden melalui media sosial. Hasil penelitian dianalisis dengan Partial Least Square (PLS)-SEM melalui software SmartPLS 3.0. Hasil penelitian menunjukkan bahwa aktivitas pemasaran sosial media memberikan pengaruh positif dan signifikan terhadap brand loyalty, value consciousness, dan brand consciousness. Selain itu, brand consciousness dapat mempengaruhi brand loyalty konsumen secara positif dan signifikan namun hubungan antara value consciousness dan brand loyalty berpengaruh negatif dan signifikan. Selain itu, social media marketing activities dapat mempengaruhi brand loyalty secara positif dan signifikan dimediasi oleh brand consciousness namun tidak dengan value consciousness.
Keywords
References
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