Abstract:
The digital marketing competition is now increasingly tight. The use of social media can be a strategy that can be used by companies. Adrenaline Counter is a company in the form of bicycle showrooms. Both are actively using social media to do bicycle marketing and communicate with consumers to gain consumer loyalty. There is a positive influence on consumer loyalty when companies conduct profitable campaigns, relevant content, popular content, frequency of updating content, various platforms and applications on social media. This study conducted a test related to the relationship between the influence of social media and consumer loyalty using simple linear regression analysis. Respondents from this study were active adrenaline counter consumers and those who followed the official Adrenaline Counter Facebook account. Data collection was conducted using a questionnaire distributed. The results of the t test prove a profitable campaign with a value of 2.525 t count and frequency of updating content with a t count of 3.609 has a significant influence on consumer loyalty. Whereas the relevant content of the value of t count 0.977 does not have a significant effect on consumer loyalty and the popular content of t count 2.615 has a significant effect on consumer loyalty. And the results of the f test with an f count of 24,314 proved that the independent variables simultaneously affect consumer loyalty.
