ANALISIS PENGARUH AKTIVITAS SOCIAL MEDIA MARKETING MELALUI DRIVER CUSTOMER EQUITYTERHADAP LOYALTY INTENTIONS

CICILIA RANA LATIFAH, NIM. 15820117 (2019) ANALISIS PENGARUH AKTIVITAS SOCIAL MEDIA MARKETING MELALUI DRIVER CUSTOMER EQUITYTERHADAP LOYALTY INTENTIONS. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The objective of this research is to study whether social media marketing activities though customer equity such as value equity, brand equity, and relationship equity have significant effects on loyalty intentions, in the context of Syaria Banking, which is PT. Bank BNI Syariah. The respondents for this research are customers of Syaria BNI who have experienced using social media and internet banking of Syaria BNI in the number of 100 respondents. The data was processed through PLS SEM using Smart PLS 3.0. The resukt show that social media marketing have a significant positive effect on value equity, social media marketing have a significant positive effect on brand equity, social media marketing have a significant positive effect on relationship equity, but social media marketing is not proven having a significant effect on loyalty intentions. value equity, brand equity and relationship equity are not proven having a significant effect on loyalty intention.

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