Faktor yang Mempengaruhi Brand Loyalty di Sektor Perbankan Indonesia
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Penelitian ini menganalisis pengaruh dimensi Marketing communication yaitu advertising, public relations, direct marketing, dan sales promotion) terhadap Brand loyalty serta pengaruh Social media terhadap Brand loyalty melalui Emotional engagement. Data primer menggunakan data kuisioner survey. Sampel sebanyak 256 responden disebarkan secara online dengen google form kepada nasabah perbankan di Indonesis. Teknik pengambilan sampel menggunakan purposive sampling. Partial Least Square-Structural Equation Modeling (PLS-SEM) digunakan untuk menilai model pengukuran dan menguji hipotesis penelitian. Hasil penelitian Advertising, Public relations, Direct marketing, dan Sales promotion berpengaruh signfikan secara langsung dengan arah positif terhadap Brand loyalty berpengaruh tidak langsung (indirect effect) dari Social media terhadap Brand loyalty melalui Emotional engagement. Namun Sales promotion tidak berpengaruh terhadap Brand loyalty.
Kata Kunci: Advertising, Public relations, Direct marketing, Sales promotion, Social media, Emotional engagement, dan Brand loyalty.
Teks Lengkap:
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DOI: https://doi.org/10.37531/yum.v7i3.7673
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