Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengukur pengaruh social media marketing dan perceived value terhadap brand loyalty yang dimediasi oleh brand trust pada pelanggan executive di kota banda aceh. sampel yang digunakan pada penelitian ini adalah pelanggan yang berjumlah 176 responden. peralatan pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner. teknik pengambilan sampel yang digunakan adalah purposive sampling. structural equation modelling dengan menggunakan ibm spss amos digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel-variabel yang terlibat. social media marketing tidak berpengaruh terhadap brand loyalty, perceived value berpengaruh positif terhadap brand loyalty, social media marketing berpengaruh positif terhadap brand trust, perceived value berpengaruh positif terhadap brand trust, brand trust berpengaruh positif terhadap brand loyalty, brand trust memediasi secara penuh pengaruh social media marketing terhadap brand loyalty, dan brand trust memediasi secara parsial pengaruh perceived value terhadap brand loyalty. kata kunci: social media marketing, perceived value, brand loyalty, dan brand trust

ABSTRACT This study aims to measure the effect of Social Media Marketing and Perceived Value on Brand Loyalty mediated by Brand Trust on Executive Customers in Banda Aceh City. The sample used in this study were customers totaling 176 respondents. The data collection equipment used in this study was a questionnaire. The sampling technique used is Purposive Sampling. Structural Equation Modeling using IBM SPSS AMOS is used as an analysis method to determine the effect between the variables involved. Social Media Marketing has no effect on Brand Loyalty, Perceived Value has a positive effect on Brand Loyalty, Social Media Marketing has a positive effect on Brand Trust, Perceived Value has a positive effect on Brand Trust, Brand Trust has a positive effect on Brand Loyalty, Brand Trust fully mediates the effect of Social Media Marketing on Brand Loyalty, and Brand Trust partially mediates the effect of Perceived Value on Brand Loyalty. Keywords: Social Media Marketing, Perceived Value, Brand Loyalty, and Brand Trust