Pengaruh Aktivitas Pemasaran Media Sosial terhadap Kesadaran Merek dan Citra Merek Adidas dan Dampaknya pada Loyalitas Merek Konsumen

This study analyzes the effect of social media marketing activities on brand awareness and brand image of Adidas and its impact on consumer brand loyalty. The survey was conducted with a total of 100 respondents who used social media, viewed Adidas social media, bought and used Adidas in Gresik, Bangkalan, Mojokerto, Surabaya, Sidoarjo and Lamongan. The sampling technique used was convenience sampling with WarpPLS 7.0 as a tool. The results of the research show that social media marketing activities have a significant effect on brand awareness and brand image, brand awareness has a significant positive effect on brand image, the effect of brand awareness is not significant on brand loyalty and brand image has a significant effect on brand loyalty. Keywords : Social Media Merketing Aktivities, Brand Awareness, Brand Image, Brand Loyalt