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Authors: Girang Razati 1 ; Dian Herdiana Utama 1 ; Sartikah Sartikah 1 ; Ahim Surachim 1 and Ria Arifianti 2

Affiliations: 1 Universitas Pendidikan Indonesia, Indonesia ; 2 Universitas Padjadjaran, Indonesia

Keyword(s): Social Media, Brand Loyalty, Facebook Fanpage of Teh Botol Sosro.

Abstract: The aims of this study are to find out a description regarding social media and brand loyalty and to discover the influence of social media towards brand loyalty. The type of this study is descriptive and verification using online survey method. The sampling technique used is simple random sampling. The sample in this study is 235 people. The data technique uses simple linear regression analysis. The result shows that social media and brand loyalty are in the high category on the continuum line. The result of correlation variable shows that social media has a significant influence towards brand loyalty.

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Paper citation in several formats:
Razati, G.; Utama, D.; Sartikah, S.; Surachim, A. and Arifianti, R. (2018). Social Media Usefullness on Increasing Brand Loyalty Study on Beverage Industry. In Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - GC-BME; ISBN 978-989-758-333-9; ISSN 2184-3368, SciTePress, pages 189-193. DOI: 10.5220/0007117001890193

@conference{gc-bme18,
author={Girang Razati. and Dian Herdiana Utama. and Sartikah Sartikah. and Ahim Surachim. and Ria Arifianti.},
title={Social Media Usefullness on Increasing Brand Loyalty Study on Beverage Industry},
booktitle={Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - GC-BME},
year={2018},
pages={189-193},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007117001890193},
isbn={978-989-758-333-9},
issn={2184-3368},
}

TY - CONF

JO - Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - GC-BME
TI - Social Media Usefullness on Increasing Brand Loyalty Study on Beverage Industry
SN - 978-989-758-333-9
IS - 2184-3368
AU - Razati, G.
AU - Utama, D.
AU - Sartikah, S.
AU - Surachim, A.
AU - Arifianti, R.
PY - 2018
SP - 189
EP - 193
DO - 10.5220/0007117001890193
PB - SciTePress

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