THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY AND CONSUMER PERCEPTION ON HOKA IN INDONESIA

• Main Author: Geraldi, Achmad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85779
• Institution: Institut Teknologi Bandung

This research seeks to gather empirical evidence on the great impact that social media marketing has on consumer perception and brand loyalty towards the Hoka brand in Indonesia. This research was aimed at evaluating the level of influence brought about by independent variables of social media marketing on customer loyalty towards Hoka running shoes; hence, through these, finding out which specific strategy that has been applied by these sports brands is most effective in reaching their audience. The study made use of the SmartPLS 4 software for outer model test, inner model test and hypothesis test. Social media marketing was the independent variable in the determination of the relation that exists between brand loyalty and consumer perception. Data was gathered from Hoka consumers via an online survey utilizing a quantitative research methodology; it was then subjected to partial least squares structural equation modeling (PLS-SEM) with SmartPLS 4 software. The findings show a quite substantial positive association between consumer perception and brand loyalty as well as social media marketing. Particularly, social media marketing explained notable differences in brand loyalty with T statistic of 2.602 and p-value 0.009 and consumer perception with T statistic of 78.347 and p-value of 0.000, therefore demonstrating its strategic value for brand placement in a competitive market. The results of the study, therefore, logically deduce that social media marketing has an enormous impact on how consumers perceive and behave towards the brand Hoka. In this type of research, it may be pointed out to the Hoka management that indications are that they need to look at investment in innovations to do with social media in order to improve the level of customer engagement, loyalty, and trust. Further analytics analysis for targeted advertising and community engagement would empower the consumers' perception in a much bigger and positive manner, thus further enhancing the market position for Hoka in Indonesia and allow more brand loyalty.