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Submitted
15 March 2023
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16 March 2023
Published
16 March 2023
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Abstract

Penelitian ini bertujuan untuk mengidentifikasi terkait pengaruh kegiatan pemasaran media sosial Instagram terhadap loyalitas pelanaggan pada konteks e-commerce Thrift di Indonesia. Teori utama penelitian ini adalah model dari teori S-O-R atau stimulus, organism, respond dengan menggunakan variabel kegiatan pemasaran media sosial, ekuitas nilai, ekuitas merek, ekuitas hubungan, dan loyalitas pelanggan. Penelitian ini menggunakan pendekatan kuantitatif melalui penyebaran kuesioner online didapatkan jumlah 150 responden. Jumlah responden tersebut didapatkan dengan menggunakan teknik purposive sampling berdasarkan kriteria responden yang menggunakan Instagram dan pernah membeli produk Thrift secara online. Hasil data dianalisis dengan menggunakan metode PLS-SEM. Adapun hasil dari penelitian ini menunjukan bahwa variabel ekuitas nilai tidak berpengaruh terhadap variabel loyalitas pelanggan, namun variabel kegiatan pemasaran media sosial berpengaruh terhadap loyalitas pelanggan melalui tiga penggerak ekuitas pelanggan. Hasil hipotesis menunjukan variabel kegiatan pemasaran media sosial Instagram berpengaruh positif terhadap ekuitas nilai, ekuitas merek, dan ekuitas hubungan. Selanjutnya, variabel ekuitas merek dan ekuitas hubungan berpengaruh positif terhadap variabel loyalitas pelanggan.

Keywords

kegiatan pemasaran media sosial instagram ekuitas nilai ekuitas merek ekuitas hubungan loyalitas pelanggan thrift

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Copyright (c) 2023 Abdul Malik Hidayatullah, Istyakara Muslichah

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Hidayatullah, A. M., & Muslichah, I. (2023). Pengaruh Kegiatan Pemasaran Media Sosial Instagram Terhadap Loyalitas Pelanggan Pada E-Commerce Thrift. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(1), 140–155. Retrieved from https://journal.uii.ac.id/selma/article/view/27938
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