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description Research paper public Trisakti School of Management

PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES MELALUI VALUE EQUITY, BRAND EQUITY, DAN RELATIONSHIP EQUITY TERHADAP CUSTOMER LOYALTY PADA PELANGGAN SITUS E-COMMERCE ZALORA INDONESIA DI JAKARTA

Celine Limous, Nuno Sutrisno
Published 26 August 2020

Abstract

This research attempts to define the impact of Social Media Marketing Activities through Value Equity, Brand Equity, and Relationship Equity, towards Customer Loyalty to e-commerce sites Zalora Indonesia’s customers in Jakarta. The research design used in descriptive research and causality research, in which variables are measured with 7 points Likert scale. This research used primary data which collected by questionnaire. The sampling in the study was purposive sampling and used 297 respondents. The research data is processed with SmartPLS 3.0 as a tool. The outcome of this research proves that Social Media Marketing Activities through Value Equity, Brand Equity, and Relationship Equity have a significant impact towards Customer Loyalty to e-commerce sites Zalora Indonesia’s customers in Jakarta.

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