THE INFLUENCE OF VIRAL MARKETING, SOCIAL MEDIA AND BRAND IMAGE TOWARD CUSTOMER LOYALTY SAMSUNG SMARTPHONE AT MANADO CITY

WANGANIA, GISELLE MONICA and Tandaju, Teddy Y. and Sengkey, Rafael Hesky Yosaphat (2020) THE INFLUENCE OF VIRAL MARKETING, SOCIAL MEDIA AND BRAND IMAGE TOWARD CUSTOMER LOYALTY SAMSUNG SMARTPHONE AT MANADO CITY. Skripsi thesis, UNIVERSITAS KATOLIK DE LA SALLE.

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Official URL: http://digilib.unikadelasalle.ac.id/

Abstract

Customer loyalty is a form of customer loyalty to use the products or services offered. In this case, the customer will continue to use the product faithfully. Unconsciously, customers will recommend products to people around them. The purpose of this study is to examine how much influence Viral Marketing, Social Media, and Brand Image on Samsung Smartphone Customer Loyalty in Manado. This type of research is quantitative using questionnaire data distributed by researchers to consumers in Manado who are loyal using Samsung smartphones, and the data is processed using SPSS version 24 of multiple linear regression analysis methods as an analytical tool.
The results of this study indicate that Viral Marketing has a significant influence toward Customer Loyalty, Social Media has a significant influence toward Customer Loyalty and Brand Image has a significant influence toward Customer Loyalty. And the F test results of Viral Marketing, Social Media and Brand Image variables simultaneously influence toward Customer Loyalty Samsung smartphones at Manado City.
Keywords : Viral Marketing, Social Media , Brand Image , Customer Loyalty.

Item Type:

Thesis (Skripsi)

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