Social Media Marketing Relations, Brand Awareness to Brand Loyalty Through The Brand Image

Heskiano Heskiano, Tantri Yanuar Rahmat Syah, Mohamad Reza Hilmy

Abstract


The increasing number of hospitals built by both private and government parties requires a hospital to be ready to compete both in competing with domestic hospitals and in competing with international hospitals. This study aims to analyze the effect of social media marketing activities, brand awareness of RSIA X on the brand loyalty of outpatients in the midwifery section with brand image as an intervening variable. This study uses a quantitative approach, survey methods and correlation techniques with a non-experimental design using a cross-sectional study approach with a sample of 160 patients who are outpatient in the obstetrics department of RSIA X and become a follower in social media accounts of RSIA X. Social media marketing activities, brand awareness are independent variables. Brand image is an intervening variable and brand loyalty is a dependent variable. This study uses a questionnaire using a Likert scale while testing data analysis using SEM. The results showed a social media marketing and brand awareness had a positive and significant effect on brand loyalty mediated by brand image.

Keywords


xenobiotics, fluazinam, soil ATP, bioindicator, soil health

Full Text:

PDF

References


. Aaker, D. A. (2013). Managing brand equity: Capitalizing on the value of a brand name. (F. Press., ed.). New York:

. Al-Zyoud, M. F. (2018). Social media marketing, functional branding strategy and intentional branding. Problems and Perspectives in Management, 16(3), 102–116. https://doi.org/10.21511/ppm.16(3).2018.09

. Amalina, A. (2016). The Influence of Social Media Marketing on Brand Loyalty with Brand Trust as an Intervening Variable (Study on Twitter Mizone @ Mizoneid Followers). Journal of Management Science, 4 (3), 1–10.

. Bastian, D. A. (2014). Analysis of the Effect of Brand Image and Brand Trust on ADES Brand Loyalty of PT. Ades Alfindo Putra Setia. Petra Marketing Management Journal, 2 (1), 1–9.

. Bilgin, Y. (2018). the Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229

. Christodoulides, G. (2010). Consumer-Based Brand Equity Conceptualisation and Measurement: A Literature Review. , 52(1), pp.43-66. International Journal of Market Research.

. Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19–39.

. Erdoğmuş, İ. E., & Çiçek, M. (2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia - Social and Behavioral Sciences, 58, 1353–1360. https://doi.org/10.1016/j.sbspro.2012.09.1119

. Gallaugher & Ransbotham. (2010). Social Media and Customer Dialog Management at Starbucks. MIS Quarterly Executive, 9.

. Giddens, N. (2002). BrandLoyalty (U. ofMissouri Missouri Value-added Development Center, ed.). r.

. Godey, B., Manthiou, A., Pederzoli, D., JoonasRokka, Aiello, G., Donvito, R. and Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.

. Huang, S. L., & Ku, H. H. (2016). Brand image management for nonprofit organizations: Exploring the relationships between websites, brand images and donations. Journal of Electronic Commerce Research, 17(1), 80–96.

.Isharyadi, F. (2018). Fulfillment of Standard Requirements for management of recreational diving tourism (N. standardization body of research and development of standardization, ed.). Jakarta.

. Iversen, N. M. and Hem, L. E. (2008). Provenance association as core value of place umbrella brands: a framework of characteristics. European Journal of Marketing, 42(4-5), 603-626.

. Keller., K. and. (2009). Marketing Management. Volume I. (13th ed .; Erlangga, ed.). Jakarta

. Kim, A. J. and Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.

. Kotler, Philip., Keller, K. L. (2013). Marketing Management (Second; Erlangga., Ed.). Jakarta.

. Lee, M. S., Hsiao, H. D., and Yang, M. F. (2011). The Study of the Relationships among Experiential Marketing, Service Quality, Customer Satisfaction and Customer Loyalty. The International Journal of Organizational Innovation,3(2), 353–379.

. Nam, K.J., Whyatt., & Georgina, Y. E. (2011). Brand equity, brand loyalty and consumer satisfaction. Jurnal University South Korea : Annals of Tourism Research, 38(3), 1009–1030.

. Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46.

. Oktiani, R. K. and A. (2018). The Influence of Brand Awareness and Brand Image and Word of Mouth on Brand Trust and Formation of Brand Loyalty on Cbezt Friedchiken Customers in Genteng Banyuwangi District. Journal of Economic, Business and Accounting (COSTING), 1 (2), 269–282.

. Ondang, M. M., Yanuar, T., & Syah, R. (2018). Research Article How Hospital Brand Image Intervene The Impact Of Marketing Mix On Patient Loyalty* Meivi Meiling Ondang and Tantri Yanuar Rahmat Syah. 05(07), 3959–3963.

. Perera, W. L. M. V., & Dissanayake, D. M. R. (2013). Perceived Quality on Female Consumers’ Purchase Decision of. International Conference on Business & Information, 1.

. Rangkuti, F. (2009). Strategi Promosi yang Kreatif dan Analisis KasusIntegrated Marketing Communication (P. GramediaPustakaUtama, ed.). Jakarta.

. Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66(August 2017), 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014

. Shimp, T. A. (2003). Advertising Promotion of Additional Aspects of Integrated Marketing Communication, (E. Jakarta, ed.). Jakarta.

. Solomon, M. R. (2011). Consumer Behaviour : Buying Having, and Being. 9th. Ed. (P. P. Hal, ed.). New Jersey, USAl.

. Weber, L. (2007). Marketing to the Social Web: How Digital Customer Communities Build Your Business. (Wiley, ed.). New Jersey.


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.


Supported by :







Indexed by :