THE EFFECT OF CONTENT MARKETING IN SOCIAL MEDIA TOWARDS BRAND LOYALTY WITH A MEDIATING ROLE BRAND AWARENESS, BRAND IMAGE, WORD OF MOUTH, AND BRAND TRUST: THE CASE OF LAZADA INDONESIA

• Main Author: Dwi Oktaviani, Silvi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83292
• Institution: Institut Teknologi Bandung

The significant decrease in the number of visitors indicates the urgent requirement for strategic enhancements and competitive differentiation in order to gain new customers and retain existing ones. One of the approaches is to efficiently utilize and enhance content marketing in social media to increase brand awareness, brand image, positive word of mouth, and brand trust in the company, which could result in increased brand loyalty. The purpose of this study is to explore the effect content marketing has on brand loyalty among users of Lazada Indonesia, while also examining the mediating role of brand awareness, brand image, word of mouth, and brand trust. The data for this research were obtained from a sample of 200 respondents who are users of Lazada Indonesia and who follow and read the content of Lazada Indonesia's social media accounts. The analysis was conducted using SEM-PLS. The research findings show that Lazada Indonesia's content marketing has a positive effect on brand awareness, brand image, word of mouth, and brand trust among its users. Nevertheless, this research is currently limited to the scope of Lazada Indonesia. Therefore, it is suggested for future research to incorporate comparisons with other e-commerce platforms in order to provide further perspectives.