PENGARUH SOCIAL MEDIA MARKETING TERHADAP LOYALITAS KONSUMEN DENGAN CUSTOMER BEHAVIOR SEBAGAI VARIABEL INTERVENING (Studi Pada Pelanggan Brewog Sound System Blitar)

Abstract

ABSTRACT

This study aims to determine the indirect effect of Social Media Marketing on Customer Loyalty through Customer Behavior. The study was conducted on Brewog Sound System customers in Blitar City. The type of research used is explanatory research through a quantitative approach. The sample used in this study was 100 respondents who are customers of the Brewog Sound System in Blitar City. Data collection techniques using a questionnaire. The analytical method used is path analysis by comparing direct and indirect effects between research variables. Testing the indirect effect of Social Media Marketing on Customer Loyalty through Customer Behavior is done using the Sobel mediation influence formula (Sobel Test). The results showed that there was a positive and significant influence of Social Media Marketing on Customer Behavior. There is a positive and significant influence of Social Media Marketing on Customer Loyalty. There is a positive and significant influence of Customer Behavior on Customer Loyalty. There is an indirect effect of Social Media Marketing on Customer Loyalty through Customer Behavior

Keywords: Social Media Marketing, Customer Loyalty, Customer Behavior.