Pengaruh Social Media Marketing, Media Sharing Network, dan Brand Image Terhadap Consumer Loyalty Pada Produk Kosmetik
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Abstract
Pesatnya perkembangan media sosial telah mengubah strategi komunikasi merek dalam menjalin hubungan dengan konsumen, terutama di industri kosmetik yang sangat kompetitif. Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, media sharing network, dan brand image terhadap consumer loyalty pada produk kosmetik Luxcrime. Pendekatan yang digunakan adalah kuantitatif dengan teknik analisis regresi linier berganda. Data dikumpulkan melalui penyebaran kuesioner kepada 105 responden yang merupakan pengguna aktif produk Luxcrime di wilayah Tangerang Raya. Hasil penelitian menunjukkan bahwa social media marketing dan brand image berpengaruh positif dan signifikan terhadap loyalitas konsumen, sedangkan media sharing network tidak berpengaruh signifikan. Temuan ini mengindikasikan bahwa strategi pemasaran yang interaktif serta citra merek yang kuat lebih berperan dalam membentuk loyalitas dibandingkan sekadar kehadiran di platform visual. Penelitian ini memberikan kontribusi praktis bagi perusahaan kosmetik dalam merancang strategi pemasaran digital yang lebih efektif, serta kontribusi akademis dalam pengembangan literatur tentang loyalitas konsumen di era digital.
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