THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY AMONG GLAD2GLOW CONSUMERS IN MADIUN

Uus Rahmad Taufik, Hendra Setiawan

Abstract


The purpose of this study is to analyze and test the influence of the dimensions of entertainment, interaction, trendiness, customization, and Electronic Word of Mouth (e-WOM) in social media marketing activities on brand loyalty among consumers of Glad2Glow skincare products on TikTok. The sampling technique used in this study was non-probability sampling, with a sample size of 384 respondents. The research method used was a quantitative approach with multiple linear regression analysis using SPSS software. The results of this study indicate that: 1) Entertainment has a positive and significant effect on brand loyalty. 2) Interaction has a positive and significant effect on brand loyalty. 3) Trendiness has a positive and significant effect on brand loyalty. 4) Customization variable has a positive and significant effect on brand loyalty. 5) Electronic Word of Mouth has a positive and significant effect on brand loyalty. 6) SMMA (including Entertainment, Interaction, Trendiness, Customization, and e-WOM) have an effect on brand loyalty.

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References


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