THE EFFECT OF SOCIAL MEDIA MARKETING ON BRAND LOVE WITH BRAND IMAGE AS A MEDIATING VARIABLE ON KOPI KENANGAN IN PADANG CITY.

Abstract

This study aims to determine the effect of social media marketing on brand love with brand image as a mediating variable at Kopi Kenangan in Padang City. This type of research is a quantitative research method. The population used in this study were all consumers who consumed food / beverage products sold by Kopi Kenangan in Padang City, whose exact number was unknown, with a sample size of 125. The sampling technique used purposive sampling method. The data analysis used is SEM-Partial Least Square (PLS). Based on the results of this study, the results are summarized as follows social media marketing has a positive and significant effect on the Kopi Kenangan brand image in Padang city.  Social media marketing has a positive and significant effect on the brand love of Kopi Kenangan in Padang city. Then brand image has a positive and significant effect on brand love for Kopi Kenangan in Padang city. Furthermore, social media marketing has a positive and significant effect on brand love with brand image as a mediating variable at Kopi Kenangan in Padang city. Based on the mediation analysis procedure in SEM-PLS with the path coefficient significance method, it shows that both direct and indirect effects, all of which after being declared significant, have the same direction coefficient in a positive direction so that it can be concluded that the form of mediation is Complementary mediation in the form of partial mediation.