PENGARUH BRAND AWARENESS, BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP BRAND LOYALTY MELALUI BRAND TRUST SEBAGAI MEDIASI PADA AKUN INDOMUSIKGRAM

Authors

Aryanto Adhitya Ananta Universitas Pelita Harapan
Innocentius Bernarto Universitas Pelita Harapan

DOI:

Keywords:

Media Sosial, Konten Musik, Brand Loyalty, Pengikut Media Sosial.

Abstract

Pergeseran perilaku konsumen dari media tradisional dan media cetak ke media digital menjadikan banyak perusahaan fokus pada media digital seperti sosial media. Hal tersebut juga menjadikan media digital sebagai tempat yang cukup kompetitif. Penelitian ini menguji pengaruh dari brand awareness, brand ambassador dan brand image terhadap brand loyalty melalui brand trust sebagai mediasi pada salah satu akun sosial media yaitu indomusikgram. Penelitian ini dilakukan pada secara kuantiatif 213 follower dengan pengambilan sampel menggunakan pendekatan convenience sampling. Teknik analisa yang digunakan adalah dengan SEM. Hasil analisa menunjukkan bahwa brand ambassador dan brand image berpengaruh signifikan positif terhadap brand loyalty melalui brand trust. Sedangkan brand awareness tidak dapat mempengaruhi brand trust dan brand loyalty.

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