Pengaruh Social Media Marketing Activities dan Brand Awareness Terhadap Brand Loyalty Konsumen Produk Skincare Glad2Glow di Cassystore Limau Mungkur Tanjung Morawa

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh social media marketing activities dan brand awareness terhadap brand loyalty pada konsumen produk skincare Glad2Glow di Cassystore Limau Mungkur Tanjung Morawa. Jenis penelitian ini adalah kuantitatif, dengan menggunakan data primer dan data sekunder. Populasi dari penelitian ini terdiri dari 6.540 konsumen Cassystore pada tahun 2024, dengan jumlah sampel sebanyak 100 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dan metode analisis data meliputi analisis statistik deskriptif serta analisis regresi linear berganda. Pengumpulan data dilakukan melalui penyebaran kuesioner via Google Form, dan data diolah menggunakan bantuan program SPSS. Hasil penelitian menunjukkan bahwa (1) social media marketing activities berpengaruh positif dan signifikan terhadap brand loyalty, dengan nilai t-hitung 2,734> t-tabel 1,985. (2) brand awareness berpengaruh positif dan signifikan terhadap brand loyalty, dengan nilai t-hitung 6,363 > t-tabel 1,985. (3) social media marketing activities dan brand awareness secara simultan berpengaruh positif dan signifikan terhadap brand loyalty. This research aims to determine and analyze the influence of social media marketing activities and brand awareness on brand loyalty among consumers of Glad2Glow skincare products at Cassystore Limau Mungkur Tanjung Morawa. This type of research is quantitative, utilizing both primary and secondary data. The population of this study consists of 6,540 Cassystore consumers in 2024, with a sample size of 100 respondents. The sampling technique employed is purposive sampling, and the data analysis methods include descriptive statistical analysis and multiple linear regression analysis. Data collection was conducted through the distribution of questionnaires via Google Forms, and the data were processed using SPSS. The results of the study show that (1) social media marketing activities have a positive and significant effect on brand loyalty, with a t-statistic value of 2,734 > t-table 1,985. (2) Brand awareness has a positive and significant effect on brand loyalty, with a t-statistic value of 6,363 > t-table 1,985. (3) Social media marketing activities and brand awareness simultaneously have a positive and significant effect on brand loyalty.