Pengaruh Social Media Marketing Instagram Terhadap Loyalitas Merek Konsumen Warunk Upnormal
Abstract
Abstrak Banyaknya pengguna social media di Indonesia mendorong setiap pelaku bisnis di Indonesia untuk menggunakan strategi promosi baru berupa Social Media Marketing dalam upaya meningkatkan loyalitas merek pelanggannya. Penelitian ini bertujuan untuk mengetahui Social Media Marketing Instagram pada Warunk Upnormal yang terdiri dari Penawaran Kampanye yang Menguntungkan, Relevansi Konten, Kekinian Konten, Popularitas Konten dan Keragaman Aplikasi Social Media, dan mengetahui Loyalitas Merek konsumen Warunk Upnormal, serta menguji pengaruh Social Media Marketing Instagram terhadap Loyalitas Merek konsumen Warunk Upnormal baik secara simultan maupun secara parsial. Analisis deskriptif verifikatif mempergunakan analisis regresi linier berganda, dengan sampel pelanggan Warunk Upnormal yang memfollow Instagram Warung Upnormal sebanyak 385 responden. Pengumpulan data primer dilakukan dengan menggunakan kuesioner tertutup yang disebar melalui Instagram Warunk Upnormal mempergunakan alat bantu Google Doc. Hasil penelitian menunjukkan bahwa Social Media Marketing Instagram pada Warunk Upnormal yang terdiri dari Penawaran Kampanye yang Menguntungkan, Relevansi Konten, Kekinian Konten, Popularitas Konten dan Keragaman Aplikasi Social Media termasuk kategori yang baik, sedangkan Loyalitas Merek konsumen Warunk Upnormal termasuk pula pada kategori tinggi. Pengaruh Social Media Marketing Instagram terhadap Loyalitas Merek konsumen Warunk Upnormal baik secara simultan berpengaruh signifikan, sedangkan secara parsial yang berpengaruh signifikan hanya Penawaran Kampanye yang Menguntungkan, Relevansi Konten, Popularitas Konten dan Keragaman Aplikasi Social Media, sedangkan Kekinian Konten tidak berpengaruh signifikan terhadap Loyalitas Merek pelanggan Warunk Upnormal yang memfollow Instagramnya. Besarnya pengaruh Social Media Marketing Instagram terhadap Loyalitas Merek konsumen Warunk Upnormal yaitu sebesar 41,7%; sedangkan sisanya sebesar 58,3% dipengaruhi oleh faktor lain. Kata Kunci: Social Media Marketing, Loyalitas Merek Konsumen, Instagram, Warunk Upnormal Abstract The large number of social media users in Indonesia encourage every businessperson in Indonesia to use a new promotional strategy, that is social media marketing to increase customer brand loyalty. The purpose of this research is: 1) To know Social Media Marketing Instagram on Warunk Upnormal consisting of Advantageous Campaigns, Relevant Contents, Frequently Update Its Contents, Popular Contents and Various of Social Media Application, 2) To know Customer Brand Loyalty in Warunk Upnormal, 3) To know and analyze the impact of Social Media Marketing Instagram on Customer Brand Loyalty at Warunk Upnormal either simultaneously or partially. The research method used is descriptive verification analysis by using multiple linear regression analysis. Population in this research is customer of Warunk Upnormal who followed Warunk Upnormal’s Instagram with a sample of 385 respondents. The primary data was collected using a closed questionnaire distributed via Instagram Warunk Upnormal using the Google Doc tool. Based on the results of the analysis and discussion, the conclusion of this research is Social Media Marketing Instagram on Warunk Upnormal consisting of Advantageous Campaigns, Relevant Contents, Frequently Update Its Contents, Popular Contents and Various of Social Media Application included in the high category. Customer Brand Loyalty of Warunk Upnormal included in the high category. The impact of Social Media Marketing Instagram on Customer Brand Loyalty at Warunk Upnormal simultaneously have a significant impact, while partially significant impact only Advantageous Campaigns, Relevant Contents, Popular Contents, and Various of Social Media Application, then Frequently Update Its Contents has no significant impact on Customer Brand Loyalty at Warunk Upnormal. The impact of Social Media Marketing Instagram on Brand Loyalty at Warunk Upnormal by 41.7%, while the remaining 58.3% is influenced by other factors. Keywords: Social Media Marketing, Customer Brand Loyalty, Instagram, Warunk Upnormal
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