The Role of Brand Image in Mediating the Influence of Customer Perceived Value on the Loyalty of Facebook Users

Made Setini, Daru Asih, Ni Nyoman Kerti Yasa, Ni Made Satya Utami and I Gusti Ayu Ketut Giantari

The motivation behind this investigation is to clarify the job of brand picture in intervening the impact of client saw an incentive on Facebook (FB) client unwaveringness. The testing strategy utilized purposive inspecting. Information assortment is finished by utilizing a survey to faithful FB clients, who are marking in to FB page each day and live in Bali. The information investigation method utilized is Path Analysis and Sobel Test. The outcomes indicated that the variable of client saw esteem has a positive and huge impact on FB client faithfulness. Client saw esteem likewise has a positive and critical effect on FB's image picture. Moreover, brand picture has a positive and noteworthy impact on FB client unwaveringness, and brand picture can intercede the impact of client saw an incentive on FB client faithfulness. Therefore, in the future, FB as a social media must always maintain its brand image so that it will get better and always develop customer perceived value, and as a result, the loyalty of FB users also increases.

Volume 12 | 05-Special Issue

Pages: 1284-1293

DOI: 10.5373/JARDCS/V12SP5/20201887