THE IMPACT SOCIAL MEDIA MARKETING, SOCIAL INTERACTIVITY AND PERCEIVED QUALITY OF BRAND LOYALTY ON IPHONE USERS
DOI:
https://doi.org/10.55606/jurima.v3i1.1586Abstract
Brand loyalty plays a crucial role in social media services for consumers. Marketing activities through social media can predict and focus on consumer values in brand selection and sharing information with other consumers through social media. Therefore, the purpose of this study is to investigate the impacts of Social Media Marketing, Social Interactivity, and Perceived Quality on Brand Loyalty among iPhone users. The research employed a survey method, and a set of questionnaires were administered to 117 iPhone users located in a specific area via Google Forms. Structural Equation Modelling (SEM) and SmartPLS 4 were utilized to analyze the collected data. The findings demonstrated that Social Media Marketing has a significant simultaneous effect on brand loyalty among iPhone users, although its partial effects were insignificant. Effective Social Media Marketing can enhance iPhone users' loyalty to the brand as they actively engage in marketing campaigns on social media. Social Interactivity also has a significant effect on brand loyalty among iPhone users. Social interactions between users and the brand on social media influence user engagement, relationship, and experience with the brand, which in turn affects iPhone users' loyalty. Perceived Quality also plays a crucial role in influencing brand loyalty among iPhone users. iPhone users who perceive the product as high-quality tend to be more loyal to the brand. There are interrelated relationships between Social Media Marketing, Social Interactivity, and Perceived Quality in shaping brand loyalty among iPhone users. Therefore, Marketers and brand managers should focus on developing effective social media strategies, good user interactions, and product quality enhancement to improve user loyalty to the iPhone brand.
References
Aakko, M., & Niinimäki, K. (2022). “Quality matters: reviewing the connections between perceived quality and clothing use time”. Journal of Fashion Marketing and Management, 26(1), 107–125. https://doi.org/10.1108/JFMM-09-2020-0192
Cahyani, P. D., Welsa, H., & Aji, G. K. (2022). “THE EFFECT OF SOCIAL MEDIA MARKETING, PERCEIVED QUALITY ON BRAND LOYALTY, WITH BRAND TRUST AS INTERVENING VARIABLES (Study on Tokopedia E-commerce in Yogayakarta)”. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(2), 677–686. https://doi.org/10.29040/ijebar.v6i2.4555
Ceyhan, A. (2019). “The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention”. EMAJ: Emerging Markets Journal, 9(1), 88–100. https://doi.org/10.5195/emaj.2019.173
Ebrahim, R. S. (2020). “The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty”. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
Fernandes, E., Holanda, M., Victorino, M., Borges, V., Carvalho, R., & Erven, G. Van. (2019). “Educational data mining: Predictive analysis of academic performance of public school students in the capital of Brazil”. Journal of Business Research, 94(February), 335–343. https://doi.org/10.1016/j.jbusres.2018.02.012
Gleim, M. R., Johnson, C. M., & Lawson, S. J. (2019). “Sharers and sellers: A multi-group examination of gig economy workers’ perceptions”. Journal of Business Research, 98(June 2018), 142–152. https://doi.org/10.1016/j.jbusres.2019.01.041
Grewal, D., Kroschke, M., Mende, M., Roggeveen, A. L., & Scott, M. L. (2020). “Frontline Cyborgs at Your Service: How Human Enhancement Technologies Affect Customer Experiences in Retail, Sales, and Service Settings”. Journal of Interactive Marketing, 51, 9–25. https://doi.org/10.1016/j.intmar.2020.03.001
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2018). “The Results of PLS-SEM Article information”. European Business Review, 31(1), 2–24.
Hanaysha, J. R. (2022). “Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator”. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). “The effect of social media marketing on brand trust, brand equity and brand loyalty”. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
Ianenko, M., Ianenko, M., & Shevchuk, E. (2022). “Digital transformation of marketing activities in transport systems management during COVID-19: Experience, problems, prospects”. Transportation Research Procedia, 63, 878–886. https://doi.org/10.1016/j.trpro.2022.06.085
Islam, K. T., & Hafiz, N. (2022). “Impact of Social-Media Marketing, Price and Perceived Quality on Brand Loyalty Amongst Generation Y (Millennials) Customers, A Developing Country Perspective”. Journal of International Business and Management, September. https://doi.org/10.37227/jibm-2022-09-5519
Kim, J., & Lee, K. H. (2019). “Influence of integration on interactivity in social media luxury brand communities”. Journal of Business Research, 99(November 2016), 422–429. https://doi.org/10.1016/j.jbusres.2017.10.001
Lai, I. K. W., & Wong, J. W. C. (2020). “Comparing crisis management practices in the hotel industry between initial and pandemic stages of COVID-19”. International Journal of Contemporary Hospitality Management, 32(10), 3135–3156. https://doi.org/10.1108/IJCHM-04-2020-0325
Liu, A. X., Xie, Y., & Zhang, J. (2019). “It’s Not Just What You Say, But How You Say It: The Effect of Language Style Matching on Perceived Quality of Consumer Reviews”. Journal of Interactive Marketing, 46, 70–86. https://doi.org/10.1016/j.intmar.2018.11.001
Malarvizhi, C. A., Al Mamun, A., Jayashree, S., Naznen, F., & Abir, T. (2022). “Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets”. Heliyon, 8(8), e10145. https://doi.org/10.1016/j.heliyon.2022.e10145
Maulana, M. A., Armeinita, N., & Risqiani, R. (2023). “Pengaruh social interactivity antara customer engagement behavior dan brand loyalty”. 20(01), 45–54.
Mehreen, M., Marimuthu, M., Karim, S. A. A., & Jan, A. (2020). “Proposing a multidimensional bankruptcy prediction model: An approach for sustainable Islamic banking”. Sustainability (Switzerland), 12(8). https://doi.org/10.3390/SU12083226
Nilowardono, S., Susanti, C. E., & Rahayu, M. (2020). “Effects of Perceived Quality and Social Media Marketing on Brand Loyalty through Brand Trust and Brand Love”. 22(8), 20–29. https://doi.org/10.9790/487X-2208062029
Nuseir, M. T., & Elrefae, G. (2022). “The effects of facilitating conditions, customer experience and brand loyalty on customer-based brand equity through social media marketing”. International Journal of Data and Network Science, 6(3), 875–884. https://doi.org/10.5267/j.ijdns.2022.2.009
Park, M., Im, H., & Kim, H. Y. (2020). ““You are too friendly!” The negative effects of social media marketing on value perceptions of luxury fashion brands”. Journal of Business Research, 117(November 2017), 529–542. https://doi.org/10.1016/j.jbusres.2018.07.026
Rizaty, M. (2022). No Title. Databook. https://databoks.katadata.co.id/datapublish/2022/03/17/ada-123-miliar-unit-iphone aktif-di-seluruh-dunia-pada-2021#:~:text=Berdasarkan data Business of Apps,sebanyak 1%2C04 miliar unit.
Shanahan, T., Tran, T. P., & Taylor, E. C. (2019). “Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality”. Journal of Retailing and Consumer Services, 47(October 2018), 57–65. https://doi.org/10.1016/j.jretconser.2018.10.007
Ting, D. H., Abbasi, A. Z., & Ahmed, S. (2020). “Examining the mediating role of social interactivity between customer engagement and brand loyalty”. Asia Pacific Journal of Marketing and Logistics, 33(5), 1139–1158. https://doi.org/10.1108/APJML-10-2019-0576
Wang, J., Tao, J., & Chu, M. (2020). “Behind the label: Chinese consumers’ trust in food certification and the effect of perceived quality on purchase intention”. Food Control, 108(April 2019). https://doi.org/10.1016/j.foodcont.2019.106825
Wardati, N. K., & Er, M. (2019). “The impact of social media usage on the sales process in small and medium enterprises (SMEs): A systematic literature review”. Procedia Computer Science, 161, 976–983. https://doi.org/10.1016/j.procs.2019.11.207
Weckroth, M., Ala-Mantila, S., Ballas, D., Ziogas, T., & Ikonen, J. (2022). “Urbanity, Neighbourhood Characteristics and Perceived Quality of Life (QoL): Analysis of Individual and Contextual Determinants for Perceived QoL in 3300 Postal Code Areas in Finland”. Social Indicators Research, 164(1), 139–164. https://doi.org/10.1007/s11205-021-02835-z
Wei, K., Li, Y., Zha, Y., & Ma, J. (2019). “Trust, risk and transaction intention in consumer-to-consumer e-marketplaces: An empirical comparison between buyers’ and sellers’ perspectives”. Industrial Management and Data Systems, 119(2), 331–350. https://doi.org/10.1108/IMDS-10-2017-0489
Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). “Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience”. Journal of Business Research, 117(April), 256–267. https://doi.org/10.1016/j.jbusres.2020.05.001
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Jurnal Riset Manajemen dan Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
