PENGARUH SOCIAL MEDIA MARKETING, BRAND TRUST, BRAND REPUTATION TERHADAP BRAND LOYALTY

(Studi Pada Fakultas Ekonomi dan Bisnis Universitas Budi Luhur Jakarta)

Abstract

The advanced growth of technology has influenced today’s marketing era. Marketing which at the beginning only uses traditional media has swift to digital media. The presence of this era (technology of) marketing world pushes many companies to think hard in determining their action and strategy. The purpose of this research is to find out the influence of social media marketing, brand trust and brand reputation on brand loyalty. The sample of this research is 96 Economy and Business Faculty students of Budi Luhur University, Jakarta. The samples are calculated using Slovin Formula with Probability Sampling method by distributing questionnaire using Simple Random Sampling technique. The research instrument is in form of questionnaire with Likert Scale. The respondent answers of the given questionnaire are processed using SPSS Software version 22. Social media marketing and brand trust variables partially influences brand loyalty variable, while brand reputation variable does not influence brand loyalty variable. Brand trust and brand reputation variables positively influences brand loyalty, while social media marketing variable influences customer satisfaction variable. Determination coefficient of Adjusted R Square is 0.262 which means 26.2% of brand loyalty is influenced by social media marketing, brand trust and brand reputation, while the rest 73.8% is influenced by other variables which are not included in this research.