Design Social Media Marketing and Customer Loyalty of High Desert Intl. Products

Mediating Role of Brand Gestalt

Abstract

Research on social media marketing and customer loyalty has often been carried out by previous researchers. And the mediating role of brand gestalt is that currently several researchers are also interested in looking at this role. This research aims to determine the influence of Design Social Media Marketing on Customer Loyalty and the mediating role of brand gestalt. This survey data was collected using purposive sampling from 102 HDI member (). The collected data was then analysed using SPSS and SmartPLS statistical software. The research results show that SMM has a positive and significant effect on customer loyalty. Additionally, brand gestalt mediates the relationship between customer loyalty.