Purnomo, Esa Cahaya (2026) Pengaruh Social media marketing dan Brand awareness terhadap Loyalitas Konsumen Kopi Peneleh di Kota Bekasi. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.
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Abstract
Amidst the competitive coffee shop industry in Bekasi City, Kopi Peneleh faces challenges in optimizing its social media marketing and enhancing brand awareness to strengthen consumer loyalty. This study analyzes the impact of these two variables on consumer loyalty, employing a quantitative approach and an explanatory research design. Data were collected from 385 respondents via questionnaires using a purposive sampling technique and analyzed through multiple linear regression, t-tests, F-tests, and the coefficient of determination.
The findings confirm that social media marketing has a positive and significant effect on consumer loyalty, with a regression coefficient of 0.348 and a significance level of 0.000. Brand awareness also demonstrates a positive and significant influence, with a coefficient of 0.558 and a significance level of 0.000. Simultaneously, both variables exert a significant impact on consumer loyalty, with an F-statistic of 265.322 and a significance level of 0.000. An adjusted R-squared value of 0.579 indicates that 57.9% of the variation in consumer loyalty is explained by these two variables, while the remaining 42.1% is influenced by other factors.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Pujihastuti, Isti 0009106210 |
| Keywords / Kata Kunci: | Social media marketing, Brand awareness, Loyalitas Konsumen |
| Subjects: | Manajemen Pemasaran |
| Faculty: | Fakultas Ekonomi > Manajemen S1 |
| Depositing User: | Ms. Esa Cahaya Purnomo |
| Date Deposited: | 30 Oct 2026 04:25 |
| Last Modified: | 30 Oct 2026 04:25 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/11143 |
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