Record Details

MEMBANGUN CONSUMER LOYALTY MELALUI SOCIAL MEDIA

Management Analysis Journal

View Archive Info
 
 
Field Value
 
Title MEMBANGUN CONSUMER LOYALTY MELALUI SOCIAL MEDIA
 
Creator MARLIYA, NOVA MEI
WAHYONO, WAHYONO
 
Description This study aims to knowing the marketing strategies applied to the company through social media and promotions that can influence and build consumer loyalty. The population in this study is all Zalora consumer. The number of samples is 110 respondents. The sampling technique is Purposive Sampling. The data collection is using the questionnaire/question form. The method of data analysis is using SEM analysis (Structural Equation Modelling) with tool analysis is IBM SPSS AMOS 21 program. The results of the study shows that the research design using variable social media, product position, promotion, purchase decision, satisfaction, and  loyalty that these models generally well/fit accepted by the result of calculation of index values that meet the criteria for goodness of fit index. The hypothesis presented in this study are 10 hypothesis with 5 hypothesis result has a significant influence (p<0.05) and 5 other hypothesis has a not influence with significant value (p>0.05). The conclusion of this study proves that the higher implementation of social media, it can improve on consumer loyalty, while promotion of the applied can’t influence on consumer loyalty.
 
Publisher Management Analysis Journal
 
Date 2017-04-25
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://journal.unnes.ac.id/sju/index.php/maj/article/view/11032
10.15294/maj.v5i3.11032
 
Source Management Analysis Journal; Vol 5 No 3 (2016): Managemant Analysis Journal
2502-1451
2252-6552
 
Language eng
 
Relation https://journal.unnes.ac.id/sju/index.php/maj/article/view/11032/7728
 
Rights Copyright (c) 2017 Management Analysis Journal