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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

ES

Language

Indonesia

ISBN/ISSN

NIM.2110103031

Classification

658.8342

Content Type

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Media Type

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Carrier Type

-

Edition

-

Subject(s)

Social Media Marketing
product innovation
Loyalty Consumer
Brand Value

Specific Detail Info

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Statement of Responsibility

Muhammad Yusril Hasan Ali

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