Published: 2025-10-01

Analisis dan Pengaruh Aktivitas Pemasaran Media Sosial terhadap Kesadaran Merek, Citra Merek, dan Loyalitas Merek: Studi pada Uniqlo

DOI: 10.35870/emt.v9i4.5199

Muhammad Rizal Wibi, Soepatini Soepatini
  • Muhammad Rizal Wibi: Universitas Muhammadiyah Surakarta
  • Soepatini Soepatini: Universitas Muhammadiyah Surakarta
Issue Cover
Article Metrics
Share:

Abstract

This study aims to analyze the effect of social media marketing activities on brand awareness, brand image, and brand loyalty with an empirical study on Uniqlo consumers. Through a quantitative approach with survey techniques to 190 respondents who actively follow Uniqlo social media and have made purchases in the last three months, the data were analyzed using the technique (SmartPLS 3.2). The results showed that social media marketing activities have a positive and significant effect on brand awareness, brand image, and brand loyalty. In addition, brand awareness and image are also proven to be significant mediators in the effect of social media marketing activities on brand loyalty. These findings indicate the importance of an integrated digital marketing strategy in building consumer loyalty.

Keywords

Social Media Marketing; Brand Awareness; Brand Image; Brand Loyalty; Uniqlo

Peer Review Process

This article has undergone a double-blind peer review process to ensure quality and impartiality.

Indexing Information

Discover where this journal is indexed at our indexing page.

Open Science Badges

This journal supports transparency in research and encourages authors to meet criteria for Open Science Badges.

How to Cite

Wibi, M. R., & Soepatini, S. (2025). Analisis dan Pengaruh Aktivitas Pemasaran Media Sosial terhadap Kesadaran Merek, Citra Merek, dan Loyalitas Merek: Studi pada Uniqlo. Jurnal EMT KITA, 9(4), 1442-1452. https://doi.org/10.35870/emt.v9i4.5199
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 4 (2025)

  • Section: Articles

  • Published: 2025-10-01

AI Research Hub

This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.

Semantic Scholar Scite Dimensions Connected Papers
Scholarly Connection Platforms
Dimensions Dimensions Connected Papers Connected Papers Scite Scite Google Scholar Google Scholar Semantic Scholar Semantic Scholar Garuda Garuda Scilit Scilit Crossref Crossref BASE BASE Zenodo Zenodo Unpaywall Unpaywall OpenCitations OpenCitations
Author Biographies
Muhammad Rizal Wibi, Universitas Muhammadiyah Surakarta
Google Scholar ResearchGate ORCID

Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Surakarta, Indonesia.

Soepatini Soepatini, Universitas Muhammadiyah Surakarta
Google Scholar ResearchGate ORCID

Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Surakarta, Indonesia.

References
  • Aaker, D. A. (2012). Building strong brands. Simon and schuster.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Andata, C. P., & Iflah, I. (2022). Pengaruh media sosial dalam meningkatkan brand awareness “Somethinc” pada pengguna Instagram di JABODETABEK. Jurnal Komunikasi, 13(2), 84–92. https://doi.org/10.31294/jkom.v13i2.13261.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Awaludin, M. N., & Sukmono, S. (2020). The effect of social media marketing and brand awareness on purchase decisions with viral marketing as intervening variables on Janji Jiwa coffee consumers among students using social media area Jabodetabek. AFEBI Management and Business Review, 5(1), 54. https://doi.org/10.47312/ambr.v5i1.303.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Dala Ade, A., Rizan, M., & Febrilia, I. (2022). Pengaruh aktivitas pemasaran media sosial terhadap citra merek, loyalitas merek, dan niat beli ulang pada sosial commerce TikTok Shop. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 9(4), 1–18. https://doi.org/10.30651/jms.v9i4.23496.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Fadhilah, J., Suhud, U., & Febrilia, I. (2022). Pengaruh sosial media marketing activities dalam membentuk brand loyalty pada produk skincare ramah lingkungan. Masharif Al Syariah, 9(2), 1–19. https://doi.org/10.30651/jms.v9i2.22559.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hendawan, D., Putra, G., & Isa, M. (2024). Peran Sikap dalam Memediasi Pengetahuan Lingkungan. Altruisme, Kolektivisme Terhadap Niat Beli Tumbler Tupperware, 5(2), 5342-5358.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hendawan, D., Putra, G., & Isa, M. (2024). Peran Sikap dalam Memediasi Pengetahuan Lingkungan. Altruisme, Kolektivisme Terhadap Niat Beli Tumbler Tupperware, 5(2), 5342-5358.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hendawan, D., Putra, G., & Isa, M. (2024). Peran Sikap dalam Memediasi Pengetahuan Lingkungan. Altruisme, Kolektivisme Terhadap Niat Beli Tumbler Tupperware, 5(2), 5342-5358.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Koay, K. Y., et al. (2020). Social media brand engagement and its impact on brand loyalty. Asian Journal of Business Research, 10(2).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Meilani, Y. F. C. P., & Suryawan, I. N. (2020). Pengaruh citra merek terhadap loyalitas konsumen. Jurnal Bisnis & Manajemen.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Nailufar, W., & Yoestini, Y. (2023). Pengaruh aktivitas pemasaran media sosial terhadap ekuitas merek dan loyalitas merek pada konsumen Muslim marketplace Lazada. Jurnal Ilmiah Ekonomi Islam, 9(3), 4340. https://doi.org/10.29040/jiei.v9i3.11452.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Pandu Winasis. (2021). Pengaruh kegiatan pemasaran media sosial terhadap kesadaran merek, citra merek, dan loyalitas merek pada produk Wardah. 1.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Prasetyo, A., & Ahmadi, M. A. (2024). Pengaruh aktivitas pemasaran media sosial terhadap niat pembelian: Dengan peran mediasi brand image dan brand trust. Culture education and technology research (Cetera), 1(3), 43-55.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Schiffman, L. G., Wisenblit, J., & Kumar, S. R. (2011). Consumer Behavior| By Pearson. Harlow, Inggris: Pearson Education Limited.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Swimbawa, M. K., & Lemy, D. M. (2023). Pengaruh sosial media marketing terhadap brand awareness, brand image, dan brand loyalty Pesona Indonesia. Bulletin of Community Engagement, 3(2), 239. https://doi.org/10.51278/bce.v3i2.968.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Tjoe, S., Siska, A. J., Scorita, K. B., Saleh, L., Syarbiah, S., & Supryanita, R. (2022). Manajemen Pemasaran. Pradina Pustaka.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Warusman, J. D. (2016). Pengaruh citra merek dan kepercayaan merek terhadap loyalitas pelanggan (studi pada anggota komunitas Sepeda Motor Honda Vario 125cc di Surabaya). Jurnal Ilmu Manajemen (JIM), 4(2).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Wijaya, B. M. A., & Junaedi, S. (2021). Pengaruh aktivitas pemasaran media sosial terhadap loyalitas merek: Kesadaran merek dan citra merek sebagai mediasi. 2019, 52–63. https://doi.org/10.32528/psneb.v0i0.5154.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Zita, M., Burger, C., & Scholtz, B. (2014, September). The Use of Social Media as an Enabler to Create Environmental Awareness of Staff in Higher Education. In EnviroInfo (pp. 405-412).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
License & Copyright
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

1. Copyright Retention and Open Access License

Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).

This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

2. Rights Granted Under CC BY 4.0

Under this license, readers are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, including commercial use
  • No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed

3. Attribution Requirements

All uses must include:

  • Proper citation of the original work
  • Link to the Creative Commons license
  • Indication if changes were made to the original work
  • No suggestion that the licensor endorses the user or their use

4. Additional Distribution Rights

Authors may:

  • Deposit the published version in institutional repositories
  • Share through academic social networks
  • Include in books, monographs, or other publications
  • Post on personal or institutional websites

Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.

5. Self-Archiving and Pre-Print Sharing

Authors are encouraged to:

  • Share pre-prints and post-prints online
  • Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
  • Engage in scholarly communication throughout the publication process

6. Open Access Commitment

This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.

Downloads