Analisis Pengaruh Social Media Instagram Terhadap Brand Loyalty Melalui Brand Trust dan Brand Equity Pada Penjualan Produk Supermarket Bilka di Surabaya

Badriyyah, Shania Putri (2025) Analisis Pengaruh Social Media Instagram Terhadap Brand Loyalty Melalui Brand Trust dan Brand Equity Pada Penjualan Produk Supermarket Bilka di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This research aims to identify the characteristics of Bilka Supermarket consumers, analyze the impact of Instagram on sales through brand loyalty, trust, and equity, and examine the management strategies Bilka uses to maintain product purchases via social media. A quantitative approach with questionnaires was used, involving active Instagram users. Descriptive statistical analysis and SEMPLS were applied. The results show the characteristics of young female consumers with middle income and a Bachelor's degree. Instagram significantly influences brand loyalty, trust, and equity, which positively impacts sales. The management strategies include continuous promotions, active consumer interaction, and attractive offers. In conclusion, Instagram is an effective tool for strengthening consumer relationships and boosting sales when the right strategies are applied

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Mubarokah, Mubarokah NIDN0714116201 mubarokah@upnjatim.ac.id Thesis advisor Setyadi, Taufik NIDN0630086601 taufiksetyadi.agri@upnjatim.ac.id
Subjects:	S Agriculture > S Agriculture (General) T Technology > T Technology (General)
Divisions:	Faculty of Agriculture > Departement of Agribusiness
Depositing User:	Shania Putri Badriyyah
Date Deposited:	21 Jan 2025 03:34
Last Modified:	21 Jan 2025 03:34
URI:	https://repository.upnjatim.ac.id/id/eprint/34233

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