Brand Love: Mediating Effect of the Relationship Between Social Media Marketing, Brand Loyalty and Brand Equity iPhone BrandSmartphone in Ambon City
DOI:
https://doi.org/10.59890/nwn8xw85Keywords:
Social Media Marketing, Brand Love, Brand Loyalty, Brand EquityAbstract
Competition between smartphone brands
requires manufacturers to be able to introduce
products and brands to consumers using various
strategies, one of which is using social media
marketing. One smartphone product that uses
social media marketing as a marketing strategy is
the iPhone brand smartphone through its
Instagram account by prioritizing User Generated
Content (UGC). This research aims to analyze the
relationship between social media marketing,
brand love, brand loyalty, and brand equity, and
analyze brand love as a mediating variable in
these relationships. To determine the sample size,
the inverse square root technique was used by
focusing on 100 consumers who use iPhone brand
smartphones in Ambon City with a purposive
sampling technique. The data analysis method
uses the PLS‑SEM method with the SmartPLS
application ver. 4. The results of data processing
prove that social media marketing has a
significant impact on brand love, social media
marketing does not have a significant impact on
brand loyalty, social media marketing has a
significant impact on brand equity, brand love has
a significant impact on brand loyalty, brand love
has a significant impact on brand equity, and
brand love can significantly mediate (full
mediation) the relationship between social media
marketing and brand loyalty
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