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Pengaruh Social Media Marketing, Brand Value, dan Product Innovation Terhadap Loyalitas Konsumen Hijab Generasi z

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Analyzing Social Media Marketing, Evaluating Brand Value Perceptions, and Examining the role of Product Innovation as a determinant factor in the loyalty of Generation Z Hijab Consumers. : This study used a quantitative approach by distributing questionnaires ( Google Form ) to 100 Generation Z consumers, particularly Muslim women, in Bogor City who had made repeat purchases of a product. The data was processed using SEM-PLS analysis. : The results of the study prove that the three variables, namely Social Media Marketing, Brand Value, and Product Innovation, all have a significant and complementary influence in shaping hijab consumer loyalty among Generation Z. Social media marketing plays a role in increasing emotional engagement and interaction, brand value builds trust and brand identity, while product innovation maintains customer relevance and satisfaction.

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Availability

Detail Information

Series Title

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Call Number

REF 658.8342 ALI p

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2110103031

Classification

658.8342

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Social Media Marketing
Loyalty Consumer
Brand Value
Product Innovation

Specific Detail Info

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Statement of Responsibility

Muhammad Yusril Hasan Ali

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