The analysis of social media as a channel to enhance social media promotion and its effect to brand loyalty (a case study of automotive spare parts industry)

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The analysis of social media as a channel to enhance social media promotion and its effect to brand loyalty (a case study of automotive spare parts industry)

Rusnandar, Reidi Caesar - Personal Name; Abduh, Dibia M. - Personal Name;

Haltech who focused on making engine control unit is known as one of the prominent player in aftermarket spare parts industry. PT. Khatulistiwa Suryanusa as the main distributor of Haltech in Indonesia brought and introduced the product back in 1993 up until now. There are several purposes of this research, the first purpose is to examine social media as a channel to enhance promotion and also to determine types of social media that has significant effect on enhancing the promotion of Haltech and the secondary purpose is to find out does promotional activities through social media affecting customer?s brand loyalty.rnThis research is a causal and primary data were used comprehensively. The respondents for this research are Haltech Users. The findings that social media is a channel that can enhance promotion, multimedia sharing has significant impact on enhancing promotion and there?s correlation between promotion through social media and customers? brand loyalty.

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B01411 (wh) Available

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Series Title: -
Call Number: 1411
Publisher: : Swiss German University., 2013
Collation: -
Language: English
ISBN/ISSN: -
Classification: NONE
Content Type: -
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Edition: -
Subject(s): IBA
Specific Detail Info: -
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