PERAN BRAND ATTACHMENT DALAM MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP CUSTOMER BONDING

Vincentia Indah Puspita Sari; Alfa Santoso Budiwidjojo Putra

doi:10.52353/ama.v17i2.745

PERAN BRAND ATTACHMENT DALAM MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP CUSTOMER BONDING

Vincentia Indah Puspita Sari, Alfa Santoso Budiwidjojo Putra

Abstrak

Abstract : This study aims to investigate the role of brand attachment in mediating the relationship between social media marketing (SMM) and customer bonding. The research employs a quantitative approach. The sample consists of consumers who purchase MSME products on TikTok Shop, with a total of 122 respondents who completed an online questionnaire. The analysis is conducted using SEM-PLS with the assistance of SmartPLS 4.0. The findings indicate a positive effect of SMM on customer bonding. Additionally, there is a positive influence of SMM on brand attachment and a positive relationship between brand attachment and customer bonding. Furthermore, brand attachment demonstrates its mediating role in the connection between SMM and customer bonding.

Abstrak : Penelitian ini menguji peran keterikatan merek dalam memediasi hubungan pemasaran melalui media sosial dan keterikatan pelanggan. Metode yang digunakan dalam penelitian ini adalah pendekatan kuantitatif. Sampel yang diambil terdiri dari konsumen yang melakukan pembelian produk UMKM di TikTok Shop, dengan total 122 responden yang telah mengisi kuesioner secara online. Analisis data dilakukan menggunakan SEM-PLS dengan bantuan SmartPLS 4.0. Hasil penelitian menunjukkan adanya pengaruh antara pemasaran via media sosial terhadap keterikatan pelanggan. Selain itu, terdapat juga pengaruh positif antara pemasaran dengan media sosial terhadap keterikatan merek, serta pengaruh positif antara keterikatan merek terhadap keterikatan pelanggan. Keterikatan merek berperan sebagai mediator dalam hubungan pemasaran melalui media sosial dan keterikatan pelanggan.

Kata Kunci

Pemasaran Media Sosial, Keterikatan Merek, Keterikatan Pelanggan, TikTok Shop, UMKM.

Teks Lengkap:

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Referensi

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DOI: http://dx.doi.org/10.52353/ama.v17i2.745