KEPERCAYAAN MEREK DAN EKUITAS MEREK PADA PENGARUH AKTIVITAS PEMASARAN SOSIAL MEDIA TERHADAP LOYALITAS MEREK RUMAH SAKIT

Abstract

This study examines the role of trust and brand equity in mediating social media marketing activities on brand loyalty. The population of this study were all patients at Syafira Hospital Pekanbaru in April 2022 as many as 14200 patients. Using the Slovin formula, the number of respondents in this study was 398 respondents using the simple random sampling method. Data analysis in this study used descriptive and verification statistics, as an analytical tool used Structural Equational Model which analyzed with SmartPLS2 Software. The results of the analysis show a positive and significant influence of social media marketing activities on brand trust, there is a positive and significant influence of social media marketing activities on brands, there is a positive and significant influence of social media marketing activities on brand loyalty, there is a positive and significant influence of brands on brand equity, there is a positive and significant effect on brand on brand loyalty, there is a positive and significant influence on brand equity on brand loyalty and there is a positive and significant influence on social media marketing activities on brand loyalty through brand trust and brand equity.