PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP CUSTOMER LOYALTY MELALUI VALUE EQUITY, BRAND EQUITY, DAN RELATIONSHIP EQUITY

Abstract

This research is a quantitative research with a survey method that was conducted on 161 respondents, namely followers and fans of PT Pegadaian (Persero) Instagram account, namely @sahabatpegadaian who made nominal additions to their Pegadaian Tabungan Emas. This study analyzes the effect of Social Media Marketing Activities on Value Equity, the influence of Social Media Marketing Activities on Brand Equity, the influence of Social Media Marketing Activities on Equity Relationships, the influence of Social Media Marketing Activities on Customer Loyalty, the effect of Equity on Customer Loyalty, the influence of Brand Equity on Customer Loyalty, and the influence of Relationship Equity on Customer Loyalty. Processing data in this study using descriptive statistical analysis and SEM-PLS. The results of the analysis show that Social Media Marketing Activities have a positive effect on Value Equity, Social Media Marketing Activities have a positive effect on Brand Equity, Social Media Marketing Activities have a positive effect on Relationship Equity, Social Media Marketing Activities have no direct effect on Customer Loyalty, Social Media Marketing Activities do not directly affects Customer Loyalty, Social Media Marketing Activities have a positive effect on Value Equity, Brand Equity, and Relationship Equity on Customer Loyalty, Value Equity has a positive effect on Customer Loyalty, and Brand Equity has a positive effect on Customer Loyalty, and Relationship Equity has a positive effect on Customer Loyalty towards Customer Loyalty.