The Effect of Media Content, Brand Image, Brand Trust Toward Consumer Loyalty in New Media Instagram
Maulina Larasati Putri (a) , Vera Wijayanti Sutjipto (b) , KYS Putri (c)
1) Department of Communication, Universitas Negeri Jakarta, Jakarta, Indonesia
2) Department of Communication, Universitas Negeri Jakarta, Jakarta, Indonesia
3) Department of Communication, Universitas Negeri Jakarta, Jakarta, Indonesia
Abstract
Abstract. New media that are decisive in peoples lives. Research to find out the influence of new media, brand image on consumer confidence in online products. The content of new media is the content of media messages in new media in various products. Brand image is a brand on the product or image that product and image has. Consumer loyalty is a research previously conducted by previous research by Robinson, Xian Xing and Fredick. This study uses the positivistic paradigm. Respondents of this study were Medan, Cimahi, Sidoarjo and Makassar, Instagrams new media users. Descriptive of each variable of this research is positive content media in the contents of this research. Brand images on Instagram are not very important to current trends. Brand trust in this descriptive study is positive for each indicator of this research. Consumer loyalty is the respondent of this study a positive average on each indicator of this study. The results of the study were the strong influence of media, brand image, brand trust on consumer loyalty on Instagram. The results of this descriptive study lead to positive results on each indicator. Related to the predictive regression was a positive impact on Instagram respondents consumer loyalty.
Keywords: brand image, brand trust, content media, and consumer loyalty
Topic: Computer and Communication Engineering