Electronic Theses and Dissertation

abstrak penelitian ini bertujuan untuk menganalisis pengaruh social media marketing terhadap brand loyalty yang dimediasi oleh lovemark dan community engagement pada toko retail fashion di kota banda aceh. seiring dengan perkembangan industri fashion yang semakin pesat, persaingan antar toko ritel semakin ketat, sehingga strategi pemasaran digital menjadi faktor utama dalam membangun loyalitas pelanggan. social media marketing menjadi salah satu pendekatan yang banyak digunakan untuk meningkatkan kesadaran dan memperkenalkan konsumen terhadap suatu merek. penelitian ini menggunakan metode kuantitatif dengan pendekatan survei melalui kuesioner yang disebarkan kepada konsumen toko retail fashion di kota banda aceh. data yang diperoleh dianalisis menggunakan metode structural equation modeling (sem) untuk menguji hubungan antar variabel. hasil penelitian menunjukkan bahwa social media marketing berpengaruh signifikan terhadap brand loyalty, baik secara langsung maupun melalui mediasi lovemark dan community engagement. lovemark dan community engagement terbukti memperkuat hubungan antara media pemasaran sosial dan loyalitas merek dengan menciptakan keterikatan emosional serta meningkatkan partisipasi konsumen dalam komunitas merek. temuan ini memberikan dampak bagi pengelola toko retail fashion di kota banda aceh untuk lebih memaksimalkan strategi pemasaran digital yang fokus pada interaksi sosial dan penguatan nilai emosional merek guna meningkatkan loyalitas pelanggan. kata kunci: pemasaran media sosial, loyalitas merek, lovemark, keterlibatan komunitas, mode ritel.

ABSTRACT This study aims to analyze the influence of Social Media Marketing on Brand Loyalty mediated by Lovemark and Community Engagement in fashion retail stores in Banda Aceh City. Along with the rapid development of the fashion industry, competition between retail stores is getting tighter, so that digital marketing strategies become the main factor in building customer loyalty. Social Media Marketing is one of the approaches that are widely used to increase consumer awareness and attachment to a brand. This study uses a quantitative method with a survey approach through a questionnaire distributed to consumers of fashion retail stores in Banda Aceh City. The data obtained were analyzed using the Structural Equation Modeling (SEM) method to test the relationship between variables. The results of the study indicate that Social Media Marketing has a significant effect on Brand Loyalty, both directly and through the mediation of Lovemark and Community Engagement. Lovemark and Community Engagement have been shown to strengthen the relationship between social media marketing and brand loyalty by creating emotional attachment and increasing consumer participation in the brand community. These findings provide implications for fashion retail store managers in Banda Aceh City to further maximize digital marketing strategies that focus on social interaction and strengthening the emotional value of the brand in order to increase customer loyalty. Keywords: Social Media Marketing, Brand Loyalty, Lovemark, Community Engagement, Retail Fashion.