CD Skripsi

Pengaruh Social Media Marketing Terhadap Brand Loyalty Pada Mcdonald’s Di Pekanbaru Dengan Perceived Value Dan Brand Trust Sebagai Variabel Intervening

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ABSTRACT
This research was conducted with the aim of finding out the the influence of social
media marketing on brand loyalty at mcdonald’s in pekanbaru with perceived
value and brand trust as intervening variables. The population in this study
comprises residents of Pekanbaru City, who have made repeat purchases of
McDonald’s products. The sampling method employed is non-probability
sampling, and the sample size was determined using the formula proposed by
Hair et al., (2021), resulting in a total of 170 respondents. The data analysis
method used in this research is Partial Least Square-Structural Equation
Modelling (PLS-SEM) with the SmartPLS sofware version 4.1.1.1. The findings
indicate that social media marketing has a significant effect on brand loyalty,
perceived value has a significant effect on brand loyalty, and brand trust also
significantly affects brand loyalty. Furthermore, social media marketing
influences perceived value and brand trust, while perceived value also impacts
brand trust. Social media marketing affect brand loyalty through the mediating
roles of perceived value and brand trust, both individually and jointly. These
findings provide important implications for McDonald’s in designing more
effective social media marketing strategies. The study concludes that the influence
of social media marketing on brand loyalty cannot be overlooked, and that
perceived value and brand trust play critical roles in enhancing the impact of
social media marketing on brand loyalty.
Keywords: Social Media Marketing, Perceived Value, Brand Trust, Brand
Loyalty, McDonald’s.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102111355

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102111355

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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