Pengaruh Viralitas Meme Marketing, Brand Image, dan Brand Personality di Media Sosial Terhadap Brand Engagement dan Loyalitas Konsumen Produk Smartphone di Kalangan Generasi Z di Kota Medan

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Viralitas Meme Marketing, Brand Image, dan Brand Personality terhadap Brand Engagement dan Loyalitas Konsumen Produk Smartphone di Kalangan Generasi Z di Kota Medan. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Data diperoleh melalui penyebaran kuesioner daring kepada 220 responden yang dipilih menggunakan teknik purposive sampling. Teknik analisis data dilakukan dengan metode Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) menggunakan SmartPLS4. Hasil penelitian menunjukkan bahwa: (1) Viralitas Meme Marketing berpengaruh positif dan signifikan terhadap Brand Engagement, namun berpengaruh negatif dan signifikan terhadap Loyalitas Konsumen; (2) Brand Image berpengaruh positif namun tidak signifikan terhadap Brand Engagement, tetapi berpengaruh positif dan signifikan terhadap Loyalitas Konsumen; (3) Brand Personality berpengaruh positif dan signifikan terhadap Brand Engagement dan Loyalitas Konsumen; serta (4) Brand Engagement berpengaruh positif dan signifikan terhadap Loyalitas Konsumen. This study aims to examine the influence of Meme Marketing Virality, Brand Image, and Brand Personality on Brand Engagement and Consumer Loyalty toward smartphone products among Generation Z in Medan City. A quantitative approach with an associative research type was applied. Data were collected through an online questionnaire distributed to 220 respondents selected using purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method through SmartPLS 4. The results show that: (1) Meme Marketing Virality has a positive and significant effect on Brand Engagement, but a negative and significant effect on Consumer Loyalty; (2) Brand image has a positive but insignificant effect on brand engagement, but has a positive and significant effect on Consumer Loyalty; (3) Brand Personality has a positive and significant effect on both Brand Engagement and Consumer Loyalty; and (4) Brand Engagement has a positive and significant effect on Consumer Loyalty.