The Effect of Somethinc’s Instagram Social Media Marketing Activities on Brand Awareness and Customer Loyalty
Yurifa Nur Zafira *
Department of Management, Faculty of Business and Economics, University of Islam Indonesia, Indonesia.
Arif Hartono
Department of Management, Faculty of Business and Economics, University of Islam Indonesia, Indonesia.
*Author to whom correspondence should be addressed.
Abstract
This study aims to analyze the influence of the five components of Social Media Marketing Activity (SMMA) on social media Instagram Something on brand awareness and customer loyalty. This study uses a quantitative approach by means of purposive sampling. Data collection for this research was carried out by distributing questionnaires to 260 respondents via Google form with a minimum age of 21 years who know the Somethinc brand and have bought and know products from the Something brand. The analysis technique used in this study is to use quantitative methods and processed with SPSS and PLS-SEM (smartPLS) applications. The test results show that among the five components of social media marketing activity (SMMA) it is found that entertainment and trends show positive results on brand awareness. Interactivity, customization, and electronic word of mouth do not show positive results on brand awareness. Meanwhile, brand awareness shows positive results in customer loyalty.
Keywords: SMMA, brand awareness, customer loyalty