The Influence of Social Media Marketing Activities Towards Brand Loyalty in Local Women Fashion Brand Aspect
Reysa Febiola Tanu Riady (a*), Nurrani Kusumawati (b)

a) School of Business Management, Institute of Technology Bandung, Jalan Ganesha 10, Bandung 40132, Indonesia
reysa_febiola[at]sbm-itb.ac.id
b) School of Business Management, Institute of Technology Bandung, Jalan Ganesha 10, Bandung 40132, Indonesia

Abstract

Social media was to provide amusement is currently being employed as a more vital topic, namely a commercial promotion platform. Fashion is one of the industries that utilise social media as a marketing platform. Online shopping for fashion products has grown in popularity in Indonesia during the last several years. As the need for fashion products grows, more local fashion brands, particularly for women, enter the market. Thus, fashion brands need to figure out how to build and strengthen brand loyalty through social media. The purpose of this study is to investigate the influence of social media marketing activities towards brand loyalty in local women fashion brand aspect and give recommendations that could be implemented by the owner. This research uses quantitative method to collect necessary data and was gathered using an online questionnaire (google form). The author was able to obtain 225 respondents with criteria that have been established by the author. For the analysis, the author chooses Descriptive Analysis and PLS-SEM to investigate the relationships between the variables. The results from this research show that Social Media Marketing Activities (SMMa) does not directly have a positive influence on Brand Loyalty (BLOY). Social Media Marketing Activities positively influence Brand Love (BL), Brand Consciousness (BC), and Value Consciousness (VC). Brand Love (BL) and Brand Consciousness (BC) positively influence Brand Loyalty (BLOY). Value Consciousness (VC) negatively influences Brand Loyalty (BLOY). Brand Love (BL), Brand Consciousness (BC), and Value Consciousness (VC) partially mediated Social Media Marketing Activities and Brand Loyalty (BLOY). The findings of this study will benefit local women fashion brand owners by giving in-depth practical knowledge on how social media could influence brand loyalty by using brand love, brand consciousness, and value consciousness.

Keywords: Social Media Marketing Activities, Brand Loyalty, Local Woman Fashion Brand, Online Survey, PLS-SEM

Topic: Marketing Management