CHAPTER 2

LITERATURE REVIEW

2.1 Research Literature Review

2.1.1 Marketing Management
According to Kotler & Keller (2016) marketing management is an art and science that
aims to determine target markets and acquire, retain, grow customers through the creation,
delivery, and communication of superior customer value. There have been many significant
changes to the marketplace over the last ten years, such as marketing behaviour, new
opportunities and challenges have emerged.

Kotler and Keller (2009) argue that technology and many other factors have changed
the way consumers communicate. Extremely fast deployment of strong internet connection,
digital video recorder, cell phone, Versatile, and portable music has forced marketers to
abandon some of their traditional marketing methods.

2.1.2 Social Media Marketing

Social media marketing (SMM) is a prominent research stream over the last decade,
which describes various aspects of customer relationships. An important component of digital
marketing is social media. Social media is a means for consumers to share text, image, audio
and video information with each other, even with companies, and vice versa. Social media
allows companies to be able to strengthen communication activities in a cost-effective manner.
Social media can also encourage companies to stay innovative and relevant (Kotler & Keller,
2016).

According to (Pham & Gammoh, 2015; Yadav & Rahman; 2017b) the wide acceptance
of social media, it can be seen from the fact that 93 percent of users of this platform believe
that all companies should ensure their presence on social media. According to Barefoot and
Szabo (2010:13) in Ismail (2017) social media marketing activities are part of online marketing
activities that complement traditional web-based promotional strategies, such as e-mail
newsletters and online advertising campaigns

Social media marketing in the context of e-commerce can be defined as, “the process
by which companies create, communicate and deliver online marketing offerings through
social media platforms, to build and maintain stakeholder relationships that enhance
stakeholder value by facilitating interaction, information sharing, offering personalized buying

13
advice, and the creation of a word of mouth among stakeholders about existing and trending
products and services” (Yadav & Rahman, 2018:2). Yadav and Rahman (2017) have
categorized social media marketing activities in the form of interaction, trendiness,
information, customization, and word of mouth communication. Kim and Ko (2012) have
categorized social media marketing activities for luxury brands in the form of entertainment,
interaction, trendiness, customization, and word of mouth communication. Jo (2013) mentions
marketing activities as events, information, and advertisements on social networks.

This study adopts five indicators of social media marketing activity used by Bilgin
(2018:131-132), namely:

a. Entertainment

According to Kang (2005) Entertainment is an important component that drives

participant behavior and continuity of follow-up, which creates positive
emotions/feelings about the brand in the minds of followers on social media.

b. Interaction

Utilizing social media as an interactive communication between business and

consumers, it is possible to get customer requests and needs, their opinions and
suggestions about products and brands in real time (Vukasovic, 2013).

c. Trendiness

Trendiness as another component of social media marketing activities means

introducing up-to-date information/information about products to customers (Godey et
al., 2016). Findings (Duffett, 2017; Alalwan et al., 2017) on the effects of social media
advertisements on customer perception and awareness have shown that advertising is
an important part of social media marketing activities (Mangold and Faulds, 2009).

d. Advertising

Advertising or advertising and promotional campaigns carried out by the

company through social media aims to increase sales and develop customer portfolios.
According to (Duffett, 2017; Alalwan et al., 2017) in (Mangold and Faulds, 2009) the
effect of social media advertising on perceptions and awareness of customers, shows
that advertising is an important part of social media marketing activities.

14
 e. customization

Customization is an action that aims to create customer satisfaction based on

business contacts with individual users (Ding and Keh, 2016; Seo and Park, 2018).
Businesses on social media can provide unique products and brands to customers
through peer to peer communication, through peer to peer communication businesses
can overcome their problems so that they can increase product and brand preferences
by paying attention to consumer desires.

According to Alafeef (2014:201) Although it is not a direct sales channel, there are
several benefits of social media that can support e-commerce, namely; promote brand
awareness, help overcome customer reluctance to buy, increase customer loyalty and provide
marketing insights.

2.1.3 Instagram
Based on Hipwee (2018) Instagram is a mobile application based on iOS, Android and
Windows Phone where users can shoot, edit and post photos or videos to the main page of
Instagram and other social networks. The shared photo or video will later appear in the feeds
of other users who are 18 followers. The friendship system on Instagram uses the term
following or follower. Furthermore, each user can interact by commenting and responding to
likes on the shared photos. Instagram was originally developed by a startup called Burbn, Inc,
which was driven by Kevin Systrom and Mike Krieger.

However, on April 9, 2012 Instagram was successfully acquired by Facebook for up to

$1 billion. The use of Instagram is often considered as an online shop for business people. This
is because Instagram has potential value as a marketing medium for a product. The presence of
the Instagram Ads feature is increasingly attracting the attention of business people, Instagram
Ads is one of the advertising activities through paid content on Instagram to reach a wider and
more targeted audience. Instagram ads themselves are often used to increase brand exposure,
website traffic, and collect new leads.

[Link] Engagement
Engagement is defined as anytime a user likes or comments on one of content
the owner posts. You can define engagement in separate ways, one specifically focused
on likes and the other for comments. It depends on your particular commercial needs.
But any interaction by other users with the photo is considered “engagement”.
([Link], 2021)

15
2.1.4 Brand Awareness
Brand awareness is the ability of potential buyers to recognize and remember a brand
as part of a particular product category. Brand awareness requires a series of things starting
from a feeling of uncertainty that a certain brand has been known beforehand, so that consumers
believe that the product is the only brand in a particular group. Brand awareness is divided into
four stages, namely; 1) unaware of brand, 2) brand recognition, 3) brand recall and 4) Top of
Mind (Armas, 2015). Based on this statement, here are figure steps of Brand Awareness

Figure 8 Brand Awareness Pyramid

Source : Durianto et al (2004)

According to Durianto (2001) the lowest level of brand awareness is brand recognition
or also known as the level of assisted recall. The next level is the level of brand recall or the
level of unassisted brand recall because consumers do not need to be helped to remember the
brand. Measurement of unaided brand recognition is more difficult than assisted brand
recognition. The assistance can be in the form of posters, videos, advertisements, banners, or
social media. The next level is the brand that is mentioned the first time at the time of brand
recognition without assistance, namely top of mind. Top of mind is the highest brand awareness
which is the leader of various brands in the minds of consumers (Tritama & Tarigan, 2016:10).

Brand awareness is indispensable for the communication process in order to emerge

awareness of the mind (Macdonald and Sharp, 2003) in (Netemeyer et al., 2004). According to
Schivinski and Dabrowski (2015) social media brand communication generated by users and
organizations is positively influenced by awareness (cognitive responses). A Labrecque
investigation (2014) determined that brand interactions in different social media settings
resulted in 20 positive cognitive attitude responses among a total of 380 respondents in the US

16
in three separate studies. This study resulted in positive cognitive attitude responses regarding
brand interactions in social media settings (Duffett, 2017).

According to (Aaker, 1996; Buil et al., 2013; Keller and Lehmann, 2003; Rubio et al.,
2014) Consumers receive brand awareness through effective marketing communication
channels such as television, mobile phones, and online advertising, which provide quality
assurance. product and its credibility to help reduce risk in product evaluation and selection
when buying a product (Sasmita & Suki, 2015). Aaker (1996) states that brand awareness
consists of four levels: brand recognition, brand recall, top of mind brand and dominant brand.

2.1.5 Brand Image

Iversen and Hem (2008) have stated that brand image represents the consumer's
personal symbolism which consists of all definitions and evaluations related to the brand.
According to Romaniuk and Sharp (2003) in Seric and Gil and Saura (2012) concentrated
marketing communication and word of mouth greatly affect the brand image. Keller (1993:3)
defines brand image as "perceptions about the brand that are reflected by brand associations
stored in consumer memory." In addition, the definition of brand image given by Low and
Lamb (2000:352) is "the reasons or emotional perceptions of consumers attached to a certain
brand.

According to Shamma and Hassan (2011) there is a possibility of purchase intention

when the brand image is firmly attached to the minds of consumers, therefore brand image has
been considered important by marketers. Previous research has also tested various advertising
methods such as; celebrity endorsement (Chan et al., 2013), event sponsorship (Gwinner and
Eaton, 1999), television brand placement (van Reijmersdal et al., 2007) have an influence on
brand image (Gokerik et al., 2018).

According to (Kotler, 2008) Brand image is a very core thing in the business world.
Whatever the form of business or business, brand image is very important to build to create
consumer loyalty to a business. According to (Roslina, 2010), the importance of brand image
is also supported by Roslina's opinion in the Journal of Business & Management, with the
ability to remember and have confidence about the brand, potential buyers would want to try
the products offered by the company.

17
2.1.6 Brand Loyalty
According to Moisescu (2014) in Jiang and Zhang (2016) brand loyalty is a significant
non-material asset for a business (Bilgin, 2018). Behavioral loyalty to a brand provides direct
revenue to businesses, while altitudinal and cognitive loyalty increases the tendency to provide
reliable recommendations to people in their environment and play an important role in
attracting new customers. Integrated communication marketing plays a very important role in
convincing consumer brand loyalty (Sasmita and Suki, 2015). According to Jagdish and Sheth
(1974) Brand loyalty is related to the repeat purchase behavior of users from time to time with
emotional, evaluative, and/or behavioral tendencies that have a positive bias towards product
choice.

18
2.2 Previous Research
A review has been carried out on several previous studies by analyzing the differences and similarities contained in the object of research to the
variables used in previous studies with current research, so that the results of the variables used in this study adopted the journal Bilgin (2018).
However, there are some references taken from other journals. Similarities and differences between previous and current studies are shown in

Table 1.1 Previous Research

No Research Research Purpose Data Analytics Result Difference

Technique
1 Title THE EFFECT OF This study's objective is to Using quantitative Social media marketing activity was found Different object
SOCIAL MEDIA investigate the influence of methods and to be an effective factor on brand image applied
MARKETING social media marketing research data and brand loyalty, the effect of which was
ACTIVITIES ON activities on brand awareness, obtained through most clearly seen on brand awareness. In
BRAND brand image, and brand online addition, it has been found that brand
AWARENESS, loyalty. questionnaires awareness and brand image have a
BRAND IMAGE AND distributed on significant influence on brand loyalty.
BRAND LOYALTY social media from Furthermore, it has been achieved that
547 brand brand awareness has a limited effect on
followers by brand image.
applying the
convenience
sampling method.
The data obtained
were analyzed by
Author(s) Yusuf Bilgin Structural Equation
Year 2018 Modeling (SEM).
Location Turkey
Publication BMIJ

19
2 Title INFLUENCE OF This study investigates the A survey was used This study confirms that social media Y1= Young
SOCIAL MEDIA impact of interactive social through three marketing communication has a positive Consumers'
MARKETING media marketing messages on questionnaires, influence on each component of attitudes
COMMUNICATIONS the cognitive, emotional, and which were among adolescents, but on a decreasing
ON YOUNG behavioral attitudes of South distributed to more scale, which correlates with buying
CONSUMERS’ African adolescents. The study than 13,000 funnel. The results also reveal that
ATTITUDES also investigates the influence students in the age adolescents using social media for this
of a number of additional range of 13-18 study confirmed that social media
usage (access, length of usage, years (Generation marketing communications had a positive
log-onfrequency, log-on Z group) in influence on each component of attitudes
duration, and profile update colleges and among adolescents, but on a decreasing
incidence) and demographic secondary schools scale, which correlated with purchase
(gender, age, and population in South Africa. funnel. The results also reveal that
group) variables on the For statistical data adolescents who use social media for a
attitudes of young consumers analysis using long period of time; updating their profiles
toward social media marketing generalized linear frequently and coming from population
Author(s) Rodney Graeme Duffett communications. regression. groups of Color and Black, exhibiting the
most favorable attitude response to social
Year 2017 media marketing communications.
Location South Africa
Publicator EMERALD
3 Title THE INFLUENCE OF This article aims to investigate The study surveyed This study reveals three key findings. Y1 = Customer
SOCIAL MEDIA the effect of perceived social 371 students from First, the perceived SMMA of e- Loyalty of E-
MARKETING media marketing activities major universities commerce consists of five dimensions commerce
ACTIVITIES ON (SMMAs) on customer loyalty in India. Data were namely, interactivity, information, word- Industry
CUSTOMER via consumer equity drivers analyzed through of-mouth, personalization, and trendiness.
LOYALTY : A (CEDs) in an e-commerce CFA and research Second, the perceived SMMA of e-
STUDY OF E- setting. hypotheses were commerce has significantly and positively
COMMERCE examined using affected all drivers of customer equity
INDUSTRY SEM. (CED). Third, the CED of e-commerce
shows a significant and positive effect on
customer loyalty to e-commerce sites.

20
 Author(s) Mayank Yadav, Zillur
Rahman
Year 2018
Location India
Publicator Emerald
4 Title INFLUENCE OF This research aims to explore A self-administered The findings of this study indicate that Z1 = Brand
PERCEIVED SOCIAL the effect of social media questionnaire was social media marketing has a significant Z2 = Value
MEDIA MARKETING marketing activities on brand designed to collect effect on brand loyalty; Brand awareness Consciousness
ACTIVITIES ON loyalty, value consciousness, the data needed to and value awareness mediate the
BRAND LOYALTY and brand consciousness. test the conceptual relationship between social media
THE MEDIATION model. Data were marketing and brand loyalty.
EFFECT OF BRAND collected from a
AND VALUE sample of
CONSCIOUSNESS marketing students.
To estimate the
relationship in the
model, and use
SEM with AMOS
17.0 and maximum
likelihood
estimation. CFA
Confirmatory
Author(s) Ahmed Rageh Ismail Factor Analysis
Year 2017 was performed to
assess the
Location Malaysia psychometric
properties of the
scales and test the
discriminant
validity of the
measures.
Publicator Emerald

21
5 Title RESPONSIBLE The issue of consumer-brand This study is based The results show that brand personality Y2 = Brand
BRANDS VS ACTIVE relationships (CBRs) is on an electronic has a positive effect on the three CBR Trust
BRANDS? AN gaining popularity among survey of 339 constructs. In particular, the focus shifts to
EXAMINATION OF practitioners and academics. It respondents. Using the two main personality dimensions,
BRAND is believed that consumers the Structural responsible and active, respectively. The
PERSONALITY ON develop bonds with brands Equation Modeling results show that active brands are
BRAND whose personalities mirror (SEM) method to stronger predictors of brand awareness
AWARENESS, their own. This research aims analyze the data compared to responsible brands. However,
BRAND TRUST, AND to explore two forms of brand responsible brands are stronger predictors
BRAND LOYALTY personality qualities, namely of brand trust and brand loyalty compared
responsible brands and active to active brands. Surprisingly, the results
brands, in order to predict show that active brands decrease brand
major CBR components, such trust and brand loyalty
as brand awareness, brand
trust, and brand [Link]
issue of consumer-brand
relationships (CBRs) is
gaining popularity among
practitioners and academics. It
Author(s) Sebastian Molinillo, is believed that consumers
Arnold Japutra, Bang develop bonds with brands
Nguyen, Cheng-Hao whose personalities mirror
Steve Chen their own. This research aims
to explore two forms of brand
Year 2017 personality qualities, namely
responsible brands and active
Location Bingley brands, in order to predict
major CBR components, such
as brand awareness, brand
trust, and brand loyalty.
Publicator Emerald

22
6 Title SURPRISE ME WITH The emergence of social The conceptual The results support the proposed model X1 = The
YOUR ADS! THE media has given guerilla model was and confirm that guerrilla marketing on impacts of
IMPACTS OF marketing a new viewpoint, as developed based on social media has a positive effect on guerrilla
GUERRILLA it now enables advertisements the information functional and symbolic brand image. marketing in
MARKETING IN to reach more people via the acceptance model social media
SOCIAL MEDIA ON Internet. This study's objective (IACM). The
BRAND IMAGE is to examine the effect of research model is
guerilla marketing through validated through
social media on brand image. structural equation
modeling based on
Author(s) Mehmet Gökerik, a survey of 385
Ahmet Gürbüz, Ismail students
Erkan, Emmanuel
Mogaji, Serap Sap

Year 2018
Location Bingley
Source APJML

23
7 Title THE IMPACT OF This study's objective is to The chosen The results show that the six elements of -
SOCIAL MEDIA examine how social media approach to address social media marketing activities, namely:
MARKETING ON marketing activities affect the purpose of this Entertainment, Interaction, Trendiness,
BRAND LOYALTY brand loyalty, with a focus on study is deductive. Customization, Word of Mouth and
Samsung cellphones in Descriptive design Promotion have positive correlations with
Vietnam. and quantitative Brand loyalty. With some differences in
technique are terms of responses from different age
purposefully groups and genders in each category
selected to form a towards the dimensions being utilized on
structure of social media sites, the brand is suggested
methodology of to give a better focus on the importance of
this study. Entertainment and Promotion. Also, the
Specifically, the platforms of Instagram and Youtube
data collected via should be better managed to attract and
the tool of survey satisfy a larger number of followers.
questionnaires
which were
delivered to
respondents
through social
Author(s) Trang Vu Thi Thu, media platforms to
Quynh Vu Thi Phuong yield out 197
usable answers.

Year 2021
Location JÖNKÖPING
Publicator JIBS

24
8 Title PENGARUH SOCIAL Determine the application of The approach used The results of the research are -
MEDIA MARKETING social media marketing in in this research is descriptively that the application of social
TERHADAP BRAND Indonesia Serang City to use a media marketing at private universities in
IMAGE PERGURUAN universities, as well as the quantitative the city of Serang can indirectly be a
TINGGI SWASTA DI impact of social media approach, namely a student need in forming a community and
KOTA SERANG marketing on the brand image research the information is very valuable and the
of universities in Serang City. methodology that delivery of the message is considered
seeks to quantify appropriate by.
data, and apply
statistical analysis.
Author(s) Anizir, Restu Wahyuni

Year 2017
Location Serang
Publicator Jurnal Sains
Manajemen
9 Title PENGARUH This study seeks to discover Explanatory The results of the processed data indicate -
PEMASARAN MEDIA and explain the impact of research used in that the most influential social media
SOSIAL TERHADAP social media marketing on research is marketing variable in this study on the
BRAND brand recognition. supported by a dependent variable, namely brand
AWARENESS PADA quantitative awareness (Y) is the online community
PRODUK approach. 101 (X5).
INTERNASIONAL respondents'
(SURVEI PADA answers have been
KOMUNITAS processed by
XIAOMI researchers.
INDONESIA) Multiple linear
regression analysis
Author(s) Firman Febriyan, was used in
Supriono processing the data.
Year 2018
Location Malang
Publicator Universitas Brawijaya

25
10 Title A STUDY ON THE This study investigates the This empirical The results revealed that brand recognition Y1 = Brand
EFFECTS OF SOCIAL impact of social media analytical study, had a large impact on commitment, while Equity
MEDIA MARKETING marketing activities (SMMAs) using structural brand image had a big impact on online Y2 = Costumer
ACTIVITIES ON on brand equity and consumer equation modeling, word-of-mouth and commitment. It is Response
BRAND EQUITY reaction in the airline investigates the anticipated that the results of this study
AND CUSTOMER business. effects of SMMAs will serve as a foundation for the creation
RESPONSE IN THE on e-WOM and of airline SMMA strategies, namely by
AIRLINE INDUSTRY commitment, as examining the relative relevance of each
mediated by brand SMMA component and determining the
equity. Fig. 1 impacts of SMMAs.
Author(s) Eun-Ju Seo, Jin-Woo shows the research
Park model, which is
based on previous
Year 2018
studies.
Location South Korea
Publicator Elsevier

26
11 Title PENGARUH This study's objective is to According to Based on the results of research that has -
PEMASARAN MEDIA determine the impact of social Siregar, (2017) been done about the Effect of Social
SOSIAL TERHADAP media marketing on Brand simple linear Media Marketing on Brand Awareness
BRAND Awareness CV. Pramadana regression is used CV. Indolecture Pramadana Kreasi,
AWARENESS SV. Indolect Creations only for one several conclusions were obtained to
INDOLECTURE independent answer some of the problem formulations
PRAMADANA variable and one in this study. Social Media Marketing
KREASI TAHUN 2019 dependent variable. conducted by CV. Indolecture Pramadana
Kreasi is in the good category because it
gets a score of 80.79%. These results are
obtained based on the dimensions of
Content Creator, Content Sharing,
Connecting and Community Building.
Brand Awareness on CV. Indolecture
Pramadana Kreasi is in the good category
because it gets a score of 81.18%. These
results were obtained based on the
dimensions of Unaware Brand, Brand
Recognition, Brand Recall and Top Of
Mind. This shows that Social Media
Marketing has an effect on Brand
Awareness of CV. Indolecture Pramadana
Kreasi. While the remaining 56.1% is
influenced by other variables not
Author(s) Mochamad Aji examined, such as Broadcast Marketing
Purnomo, Dr. Ir. Harrie and alike.
Lutfie, S.E., M.M.

Year 2019

Location Bandung
Publicator Telkom University

27
2.3 Research Framework
According to Sekaran And Bougie (2010) in Indrawati (2015) The theoretical
framework is the foundation on which the entire research project is based. It is a logically
developed, describe and elaborated network of associations among the variable deemed
relevant to the problem situation and identify through such processes as interviews,
observation, literature surveys, Experience and intuition also guide in developing theoretical
framework. This study framework using Bilgin journal framework as a research framework
with a several modification by author with a purpose to understand more which dimension in
Social media marketing has the biggest influence on Brand Awareness, Brand Image and Brand
Loyalty.

Figure 1.9 Research Framework

Source : Bilgin(2018)
Modified by author

According to the model above, this are the regression equation of the model,

𝑌𝑖 = 𝑓(𝑋𝑖 , 𝛽) + 𝑒𝑖

𝑌𝑖 = Dependent Variable

𝑓 = function

28
𝑋𝑖 = Independent Variable

𝛽 = unknown parameters

𝑒𝑖 = error terms

In this formula dependent variable are Brand Loyalty with intervening variable Brand
Awareness and Brand Image, Independent variable are social media marketing that included
Entertainment, Interaction, Trendiness, Advertisement, Customization and error terms of 0.05

2.4 Research Hypothesis

According to Sekaran (2003) and Sekaran and Bougie (2010) in Indrawati (2015) A
hypothesis is a tentative statement or a provisional statement, however stable, which predicts
what one would expect to find in the empirical data. Hypotheses are derived from the theory
on which the conceptual model is based and are often relational.

Based on the results of theoretical studies and frameworks of thought, it can be

determined, The hypothesis in this study is as follows.

Hypothesis for Brand Awareness

Hypothesis Testing 1 :

H0 : Entertainment does not have a significant positive effect on Brand Awareness

H1 : Entertainment has a significant positive effect on Brand Awareness

Hypothesis Testing 2 :

H0 : Interaction does not have a significant positive effect on Brand Awareness

H1 : Interaction has a significant positive effect on Brand Awareness

Hypothesis Testing 3 :

H0 : Trendiness does not have a significant positive effect on Brand Awareness

H1 : Trendiness has a significant positive effect on Brand Awareness

Hypothesis Testing 4 :

H0 : Advertisement does not have a significant positive effect on Brand Awareness

H1 : Advertisement has a significant positive effect on Brand Awareness

29
Hypothesis Testing 5 :

H0 : Customization does not have a significant positive effect on Brand Awareness

H1 : Customization has a significant positive effect on Brand Awareness

Hypothesis for Brand Image

Hypothesis Testing 6 :

H0 : Entertainment does not have a significant positive effect on Brand Image

H1 : Entertainment has a significant positive effect on Brand Image

Hypothesis Testing 7 :

H0 : Interaction does not have a significant positive effect on Brand Image

H1 : Interaction has a significant positive effect on Brand Image

Hypothesis Testing 8 :

H0 : Trendiness does not have a significant positive effect on Brand Image

H1 : Trendiness has a significant positive effect on Brand Image

Hypothesis Testing 9 :

H0 : Advertisement does not have a significant positive effect on Brand Image

H1 : Advertisement has a significant positive effect on Brand Image

Hypothesis Testing 10 :

H0 : Customization does not have a significant positive effect on Brand Image

H1 : Customization has a significant positive effect on Brand Image

Hypothesis Testing 11

H0 : Brand Awareness does not have a significant positive effect on Brand Image

H1 : Brand Awareness has a significant positive effect on Brand Image

Hypothesis for Brand Loyalty

Hypothesis Testing 12 :

30
H0 : Entertainment does not have a significant positive effect on Brand Loyalty

H1 : Entertainment has a significant positive effect on Brand Loyalty

Hypothesis Testing 13 :

H0 : Interaction does not have a significant positive effect on Brand Loyalty

H1 : Interactiont has a significant positive effect on Brand Loyalty

Hypothesis Testing 14 :

H0 : Trendiness does not have a significant positive effect on Brand Loyalty

H1 : Trendiness has a significant positive effect on Brand Loyalty

Hypothesis Testing 15 :

H0 : Advertisement does not have a significant positive effect on Brand Loyalty

H1 : Advertisement has a significant positive effect on Brand Loyalty

Hypothesis Testing 16 :

H0 : Customization does not have a significant positive effect on Brand Loyalty

H1 : Customization has a significant positive effect on Brand Loyalty

Hypothesis Testing 17

H0 : Brand Awareness does not have a significant positive effect on Brand Loyalty

H1 : Brand Awareness has a significant positive effect on Brand Loyalty

Hypothesis Testing 18

H0 : Brand Image does not have a significant positive effect on Brand Loyalty

H1 : Brand Image has a significant positive effect on Brand Loyalty

31