Pengaruh Social Media Marketing Terhadap Brand Loyalty pada Mcdonald’s di Pekanbaru dengan Perceived Value dan Brand Trust Sebagai Variabel Intervening
), Tengku Firli Musfar(2), Dian Pratiwi(3),
(1) Universitas Riau
(2) Universitas Riau
(3) Universitas Riau
Corresponding Author
Abstract
Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh social media marketing terhadap brand loyalty pada McDonald’s di Pekanbaru dengan perceived value dan brand trust sebagai variabel intervening. Populasi dalam penelitian ini adalah masyarakat kota Pekanbaru yang pernah melakukan pembelian ulang produk McDonald’s. Pengambilan sampel dalam penelitian ini dilakukan dengan menggunakan teknik non probability sampling dengan menggunakan rumus Hair et al., (2021), sehingga jumlah sampel dalam penelitian ini sebanyak 170 responden. Metode analisis data penelitian ini menggunakan metode analisis Partial Least Square-Structural Equation Modelling (PLS-SEM) dengan software SmartPLS versi 4.1.1.1. Hasil penelitian menunjukkan bahwa social media marketing memiliki pengaruh terhadap brand loyalty, perceived value memiliki pengaruh terhadap brand loyalty, brand trust memiliki pengaruh terhadap brand loyalty, social media marketing memiliki pengaruh terhadap perceived value, social media marketing memiliki pengaruh terhadap brand trust, perceived value memiliki pengaruh terhadap brand trust, social media marketing memiliki pengaruh terhadap brand loyalty melalui peran mediasi perceived value, social media marketing memiliki pengaruh terhadap brand loyalty melalui peran mediasi brand trust, dan social media marketing memiliki pengaruh terhadap brand loyalty melalui peran mediasi perceived value dan brand trust pada McDonald’s di Pekanbaru. Temuan ini memberikan implikasi penting bagi McDonald’s dalam merancang strategi pemasaran social media yang lebih efektif. Kesimpulan dalam penelitian ini adalah bahwa pengaruh social media marketing terhadap brand loyalty tidak dapat diabaikan, serta perceived value dan brand trust berperan penting dalam meningkatkan pengaruh antara social media marketing terhadap brand loyalty.
Keywords
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