The Impact of Brand Identification, Social Media Marketing, and Brand Satisfaction Towards Brand Loyalty in the Indonesian Food and Beverage Sector

DOI

10.2991/aebmr.k.220501.070How to use a DOI?

Keywords

Brand identification; social media marketing; brand satisfaction; brand loyalty

Abstract

This study was conducted in order to determine the role of brand identification, social media marketing, and brand satisfaction on brand loyalty among Indonesian in the food and beverage sector. Data were collected using convenience sampling method and distributed digitally to all respondent who participated in this study. Among 303 respondents, as many as 272 data were usable. All data then were analysed using PLS-SEM method using SmartPLS 3.2.9 program. Based on the results of data analysis, the authors conclude that there’s a significant and positive impact of brand identification, social media marketing, brand satisfaction on brand loyalty. Moreover, the results of this study could be implemented to formulate brand management and appropriate marketing strategies in order to improve brand loyalty and competitiveness.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Meilia Japiana
AU  - Keni Keni
PY  - 2022
DA  - 2022/05/11
TI  - The Impact of Brand Identification, Social Media Marketing, and Brand Satisfaction Towards Brand Loyalty in the Indonesian Food and Beverage Sector
BT  - Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021)
PB  - Atlantis Press
SP  - 461
EP  - 467
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220501.070
DO  - 10.2991/aebmr.k.220501.070
ID  - Japiana2022
ER  -