THE IMPACTS OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY, VALUE CONSCIOUSNESS, AND BRAND CONSCIOUSNESS AMONG INDONESIAN MILLENNIAL

Okta, Gabriella Monica (2019) THE IMPACTS OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY, VALUE CONSCIOUSNESS, AND BRAND CONSCIOUSNESS AMONG INDONESIAN MILLENNIAL. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

Social media marketing now commonly used as a marketing tool for companies to promote their brand. Value consciousness and brand consciousness are one of the variables that play roles in order for consumers to be brand loyal. This research examine the effect of perceived social media marketing activities on brand loyalty and the mediating effect of brand and value consciouness. Questionnaire was distributed to 205 respondents which are still included as Indonesian Millennials and actively engaged in any social media platform. The author is using SEM-PLS for data analysis. The finding shows that perceived social media marketing activities effect on brand loyalty with brand and value consciousness as mediating variable was significant. All of the hypothesis was supported. This indicates that millennials consumers in Indonesia tend to be brand loyal from social media marketing but also still considered about the company value and brand.

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