The Influences of Social Media Marketing Activities Towards Brand Loyalty

Reysa Febiola Tanu Riady () and Nurrani Kusumawati
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Reysa Febiola Tanu Riady: Bandung Institute of Technology, School of Business Management
Nurrani Kusumawati: Bandung Institute of Technology, School of Business Management

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 551-559 from Springer

Abstract: Abstract Social networking was first intended to be entertaining. It is currently used as a more important topic, particularly as a platform for commercial promotion. One sector that uses social media as a marketing tool is the fashion industry. In Indonesia, online buying for apparel has become more commonplace during the past several years. More local fashion brands, especially for women, enter the market as demand for fashion goods rises. According to the author’s preliminary survey, brand loyalty among local women’s fashion brands is thought to be poor among consumers nowadays. As a result, fashion companies must learn how to increase and strengthen brand loyalty through social media. This study aims to examine how social media marketing initiatives affect brand loyalty in local women’s fashion brand components and provide advice that the owner might put into practice. To get the essential data for this study, quantitative methods are used. 225 respondents who met the author’s criteria were able to complete a google form-based online survey that was used to collect the data. The author uses descriptive analysis and partial least squares-structural equation modeling (PLS-SEM) for the analysis to look into the links between the variables. The results from this research show that Social Media Marketing Activities (SMM) does not directly have a positive influence on Brand Loyalty (BLOY). Social Media Marketing Activities positively influence Brand Love (BL), Brand Consciousness (BC), and Value Consciousness (VC). Brand Love (BL) and Brand Consciousness (BC) positively influence Brand Loyalty (BLOY). Value Consciousness (VC) does not influence Brand Loyalty (BLOY), which means it is not a mediator. Brand Love (BL) and Brand Consciousness (BC), fully mediated Social Media Marketing Activities and Brand Loyalty (BLOY). This study offers some recommendations for enhancing social media marketing campaigns to increase brand loyalty. The results of this study will help local women’s fashion business owners by providing an in-depth understanding of how social media could affect brand loyalty by utilizing brand love and brand consciousness.

Keywords: Brand Loyalty; Local Women Fashion Brand; Online Survey; PLS-SEM; Social media Marketing Activities (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-234-7_56

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