Pengaruh Social Media Marketing terhadap Loyalitas Konsumen dalam Produk Kopiku.Ni

Abstract

This study aims to analyze the influence of social media marketing and consumer behavior on consumer loyalty toward the Kopiku.Ni product. The background of this research based on the importance of utilizing social media as a marketing tool and understanding consumer behavior in building customer loyalty. This research uses a quantitive approach with a survey method. Data were collected throught questionnaires distributed to 40 respondents who are consumers of Kopiku.Ni. the data analysis technique was conducted using structural equation modeling (SEM) based on the partial least square (PLS) with the help of SmartPLS 4 software. The result of study show that social media marketing has a positive and significant effect on customer loyalty. In addition, consumer behavior not have significant effect on customer loyalty. These findings indicate that marketing strategies through social media and a good understanding of consume behavior are important factors in increasing customer loyalty toward Kopiku.Ni products.