THE EFFECT OF PERCEIVED SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY : THE MEDIATION EFFECT OF BRAND AND VALUE CONSCIOUSNESS

Harianti, Yessi (2017) THE EFFECT OF PERCEIVED SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY : THE MEDIATION EFFECT OF BRAND AND VALUE CONSCIOUSNESS. S1 thesis, UAJY.

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Abstract

Perceived social media marketing activities especially on context of Instagram used to promote the products for company. For selecting products, value consciousness and brand consciousness appears on consumers evaluation in order to be brand loyal. This research examine the effect of perceived social media marketing activities on brand loyalty : The mediation effect of brand and value consciousness. Questionnaire was distributed to 160 respondents who have and follow one of brand account on Instagram and buy 2 times in last 6 month which held on Faculty of Economy in Universitas Atma Jaya Yogyakarta. The analysis used path analysis and operated on IBM SPSS 22. The finding shows perceived social media marketing activities on brand loyalty with mediation effect of brand and value consciousness was significant. All of the hypothesis was supported. This indicate consumers who brand loyal on Instagram considered about brand and value company offers.

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