Pengaruh Brand Awareness, Social Media Marketing, Dan Perceived Quality Terhadap Brand Loyalty Pada Pengguna Produk Kecantikan Somethinc (Studi Kasus Pada Mahasiswa Kota Malang)

Abstract

Abstract

This research investigates how brand awareness, social media marketing, and perceived quality impact brand loyalty among users of Somethinc skincare in Malang City. A quantitative method was utilized, involving the distribution of online questionnaires to 80 participants chosen through purposive sampling. The data gathered were examined using multiple linear regression analysis with SPSS version 25. Before testing the hypotheses, the research tools were assessed for validity and reliability, followed by classical assumption checks, which included tests for normality, multicollinearity, and heteroscedasticity. The results reveal that brand awareness, social media marketing, and perceived quality collectively have a positive and significant impact on brand loyalty. However, when considered individually, social media marketing and perceived quality have significant effects on brand loyalty while brand awareness does not. The adjusted coefficient of determination (Adjusted R²) value of 0. 538 shows that 53. 8% of the changes in brand loyalty can be accounted for by the three independent variables, leaving 46. 2% related to other influences outside the model. These results highlight that effective social media marketing techniques and favorable consumer perceptions of product quality are more crucial for enhancing brand loyalty than brand awareness by itself. Therefore, companies should focus on improving product quality and creating engaging social media marketing plans to sustain long-term customer loyalty.

Keywords: Brand Awareness, Brand Loyalty, Perceived Quality, Social Media Marketing.