Analisis dan Pengaruh Aktivitas Pemasaran Media Sosial terhadap Kesadaran Merek, Citra Merek, dan Loyalitas Merek: Studi pada Uniqlo

Abstract

This study aims to analyze the effect of social media marketing activities on brand awareness, brand image, and brand loyalty with an empirical study on Uniqlo consumers. Through a quantitative approach with survey techniques to 190 respondents who actively follow Uniqlo social media and have made purchases in the last three months, the data were analyzed using the technique (SmartPLS 3.2). The results showed that social media marketing activities have a positive and significant effect on brand awareness, brand image, and brand loyalty. In addition, brand awareness and image are also proven to be significant mediators in the effect of social media marketing activities on brand loyalty. These findings indicate the importance of an integrated digital marketing strategy in building consumer loyalty.