The Effect Of Social Media Marketing And Brand Experience With Brand Authenticity On Brand Love At Hmns.Id In Jakarta

Abstract

The purpose of this research is to analyze social media marketing and brand experience with brand authenticity towards brand love. This study uses primary data obtained through questionnaires which are distributed to 150 respondents who use social media by using a "purposive sampling" sampling technique. Data were analyzed using the SEM method which was run by the AMOS program. The results of this study indicate that of the three hypotheses proposed in the study, there is one hypothesis that is rejected, namely the influence of social media marketing on brand authenticity.