Electronic Theses and Dissertation

Atariki Japan merupakan restoran yang menyajikan berbagai variasi ramen dan makanan khas Jepang dengan cita rasa yang telah disesuaikan dengan lidah masyarakat Aceh. Dalam memasarkan produknya, Atariki Japan menerapkan strategi social media marketing sebagai upaya untuk membangun kedekatan dengan pelanggan dan memperkuat citra merek di tengah persaingan kuliner modern. Berdasarkan fenomena tersebut, penelitian ini bertujuan untuk mengetahui bagaimana pemanfaatan social media marketing berperan dalam meningkatkan brand loyalty pada pelanggan Atariki Japan. Penelitian ini menggunakan teori Hierarchy of Effects Model dari Lavidge dan Steiner (1961), yang menjelaskan tahapan psikologis konsumen dari awareness, knowledge, liking, preference, conviction, hingga purchase yang berkembang menjadi loyalitas. Pendekatan yang digunakan adalah kualitatif eksplanatif dengan metode wawancara semi-terstruktur terhadap lima informan yang terdiri dari chief marketing, content creator Atariki Japan, dan tiga pelanggan Atariki Japan. Hasil penelitian menunjukkan bahwa strategi social media marketing Atariki Japan melalui indikator content creation, content sharing, connecting, dan community building berperan penting dalam meningkatkan brand loyalty. Proses peningkatan loyalitas merek berlangsung secara bertahap, diawali oleh affective loyalty yang terbentuk melalui keterikatan emosional pelanggan, kemudian berkembang menjadi cognitive loyalty melalui pemahaman dan penilaian rasional yang positif terhadap merek, hingga mencapai normative loyalty yang ditandai dengan komitmen pelanggan untuk tetap memilih Atariki secara konsisten meskipun terdapat penawaran promosi dari merek lain.
Kata Kunci: Social Media Marketing, Brand Loyalty, Hierarchy of Effects Model, Atariki Japan

Atariki Japan is a restaurant that offers various types of ramen and Japanese cuisine with flavors adapted to the preferences of the Acehnese community. In marketing its products, Atariki Japan implements social media marketing strategies to build closeness with customers and strengthen its brand image amid modern culinary competition. Based on this phenomenon, this study aims to examine the role of social media marketing in enhancing brand loyalty among Atariki Japan customers. This study adopts the Hierarchy of Effects Model proposed by Lavidge and Steiner (1961), which explains the psychological stages of consumers from awareness, knowledge, liking, preference, conviction, and purchase that subsequently develop into loyalty. The research employs a qualitative explanatory approach using semi-structured interviews with five informants, consisting of the chief marketing officer, a content creator of Atariki Japan, and three customers. The findings indicate that Atariki Japan’s social media marketing strategies, through the indicators of content creation, content sharing, connecting, and community building, play an important role in strengthening brand loyalty. The process of brand loyalty development occurs gradually, beginning with affective loyalty formed through customers’ emotional attachment, followed by cognitive loyalty through positive rational understanding and evaluation of the brand, and ultimately reaching normative loyalty, which is characterized by customers’ commitment to consistently choose Atariki Japan despite promotional offers from competing brands.. Keywords: Social Media Marketing, Brand Loyalty, Hierarchy of Effects Model, Atariki Japan