Pengaruh Aktivitas Media Sosial, Kepercayaan, dan Citra Merek terhadap Loyalitas Pelanggan pada Produk Garnier di Tiktok Shop Kota Bekasi

Hadinata, Satria (2026) Pengaruh Aktivitas Media Sosial, Kepercayaan, dan Citra Merek terhadap Loyalitas Pelanggan pada Produk Garnier di Tiktok Shop Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study was conducted with the aim of determining the influence of social media activity, trust, and brand image on customer loyalty to Garnier products in the Tiktok Shop in Bekasi City. This study was conducted using quantitative research methods. The population in this study were residents of Bekasi City. The sampling technique used was non-probability sampling with a purposive sampling method. The sample taken amounted to 100 respondents. Data collection was carried out using a questionnaire method distributed to residents of Bekasi City, then the data was processed using the SPSS version 26 system, so that the type of data used was primary data. The results of this study produced: (1) the social media activity variable has an insignificant effect on Customer Loyalty. (2) the trust variable has a negative and significant effect on Customer Loyalty. (3) the brand image variable has a negative and significant effect on Customer Loyalty. (4) that the variables of social media activity, trust, and brand image simultaneously influence Customer Loyalty.

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