Peran Brand Love Dalam Memediasi Pengaruh Intensive Distribution dan Social Media Marketing Pada Brand Loyalty (Studi Pada Konsumen Apotek Kimia Farma di Solo Raya)

Sari, Anggraeni Murti and , Soepatini, S.E., M.Si., Ph.D (2024) Peran Brand Love Dalam Memediasi Pengaruh Intensive Distribution dan Social Media Marketing Pada Brand Loyalty (Studi Pada Konsumen Apotek Kimia Farma di Solo Raya). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research aims to analyze the role of brand love in mediating the influence of intensive distribution and social media marketing on brand loyalty. This research is included in quantitative research. The population of this study was all the people of Solo Raya who had purchased medicine at Kimia Farma Pharmacy. The sample collected in this research was 200 respondents. The data used is primary data where data is obtained from respondents' answers through the questionnaire that has been given. Data analysis was carried out with SmartPLS. The results of this research show that (1) Intensive Distribution has a positive and significant influence on Brand Loyalty. (2) Intensive Distribution has a positive and significant influence on Brand Love. (3) Social Media Marketing has a positive and significant influence on Brand Loyalty. (4) Social Media Marketing has a positive and significant influence on Brand Love. (5) Brand Love has a positive and significant influence on Brand Loyalty. (6) Intensive Distribution has a positive and significant influence on Brand Loyalty through Brand Love. (7) Social Media Marketing has a positive and significant influence on Brand Loyalty through Brand Love.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Intensive Distribution, Brand Love, Brand Loyalty, Social Media Marketing.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Management, Business and Labor > Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ANGGRAENI MURTI SARI
Date Deposited: 22 Aug 2024 01:54
Last Modified: 22 Aug 2024 01:54
URI: http://eprints.ums.ac.id/id/eprint/127524

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