Peran Strategi Komunikasi Digital dan Kualitas Konten Media Sosial dalam Membangun Loyalitas Konsumen melalui Brand Image sebagai Variabel Mediasi (Studi Kasus Pada Konsumen Skincare Garnier Di Kota Malang)

Abstract

Abstract

This study aims to determine and analyze the influence of digital communication strategies and the quality of social media content on consumer loyalty with brand image as a mediating variable on consumers of Garnier skincare products in Malang City. This study applies consumer behavior theory to understand how consumers form perceptions of brands through information received from digital communication and social media content. These findings indicate that strengthening communication strategies, improving content quality, and building a positive brand image are essential for enhancing long-term consumer loyalty. The population of this study is Garnier consumers in Malang City who are at least 17 years old and have used Garnier products at least twice. The sample in this study amounted to 80 respondents. Data analysis using the Partial Least Square (PLS) method with the help of the SmartPLS 4 application. The results of the study show that digital communication strategies and social media content quality have positive and significant effects on both brand image and consumer loyalty. Brand image also has a positive and significant effect on consumer loyalty and successfully mediates the influence of digital communication strategies and social media content quality on consumer loyalty.

Keywords: Digital Communication Strategy, Social Media Content Quality, Brand Image, Consumer Loyalty, Garnier.