| dc.description.abstract | The rapid development of technology has become an opportunity for companies to develop their business. One of the most useful technological innovations is the internet. With the internet, companies can sell their products or services online, called e-commerce services. Shopee is one of the companies engaged in this field. Shopee's presence makes it easy for consumers to shop online.
This study aims to determine how the influence of Social Media Marketing, Brand Awareness and Brand Image on Brand Loyalty. The expected benefit of this study is to add to the repertoire of knowledge in the field of management, especially how much influence Social Media Marketing, Brand Awareness and Brand Image can increase Brand Loyalty which will ultimately increase the loyalty of Shopee e-commerce users.
This research is a causal study. The research method used is a quantitative method by processing data using SPSS. Data collection was done by distributing questionnaires to 110 respondents with characteristics of men and women, domiciled in Surabaya, with retirement age 18-60 years, having shopped and used these products at shopee at least 2 times in the past 1 month, knowing shopee promotions through various fields social media, and know Shopee's Brand Ambassador, BlackPink. The results showed that Social Media Marketing had an influence on Brand Awareness with a regression coefficient of 0.219; Social Media Marketing has an influence on Brand Image with regression coefficient of 0.507; Brand Awareness has no effect on Brand Image with regression coefficient of 0.103; Social Media Marketing has an influence on Brand Loyalty with a regression coefficient of 0.226, Brand Awareness has no effect on Brand Loyalty with regression coefficient of 0.083; Brand Image has an influence on Brand Loyalty with a regression coefficient of 0.381 | en_US |
