Value Consciousness As A Mediation To Brand Loyalty On The Indonesian Retail

Abstract

This research aims to: 1.analyse perceived social media marketing that directly affects brand loyalty, 2. Analyze perceived social media marketing influence on brand loyalty mediated by value consciousness. The data analysis technique uses Structural Equational Model (SEM) with PLS. The results of this research prove: 1. perceived social media marketing that directly affects brand loyalty, 2. Perceived social media marketing influence on brand loyalty mediated by value consciousness. The novelty of this research is that the value consciousness. can increase brand loyalty. The findings of this study may contribute to consumer behavior models, at Indonesian retails and Tripple duties