Pengaruh Social Media Marketing dan Brand Image terhadap Brand Loyalty

Abstract

This study aims to determine the effect of social media marketing and brand image on brand loyalty. This research was conducted at Madagascar Geprek Chicken which is located at Jalan Gatot Subroto Timur Number 238, Denpasar City and at Jalan Merdeka Number 10, Denpasar City. The sample in the research is 70 respondents. The research method used is quantitative. Data analysis techniques used in this research are validity test, reliability test, and multiple linear regression. From the results of the study it can be seen that social media marketing partially has a positive and significant effect on brand loyalty. Brand image partially has a positive and significant effect on brand loyalty. Social media marketing and brand image simultaneously have a positive and significant effect on brand loyalty. Suggestions that can be given by researchers are for future researchers, so that they can research and examine more deeply other factors not examined in this study that can affect brand loyalty apart from social media marketing and brand image.