THE EFFECT OF CONTENT MARKETING IN SOCIAL MEDIA TOWARDS BRAND LOYALTY WITH A MEDIATING ROLE BRAND AWARENESS, BRAND IMAGE, WORD OF MOUTH, AND BRAND TRUST: THE CASE OF LAZADA INDONESIA THESIS In partial fulfillment of the requirements for the master’s degree from Institut Teknologi Bandung By SILVI DWI OKTAVIANI Student ID: 29122073 (Master of Business Administration Program) INSTITUT TEKNOLOGI BANDUNG 2024 i ABSTRACT THE EFFECT OF CONTENT MARKETING IN SOCIAL MEDIA TOWARDS BRAND LOYALTY WITH A MEDIATING ROLE BRAND AWARENESS, BRAND IMAGE, WORD OF MOUTH, AND BRAND TRUST: THE CASE OF LAZADA INDONESIA By Silvi Dwi Oktaviani Student ID: 29122073 (Master of Business Administration Program) The significant decrease in the number of visitors indicates the urgent requirement for strategic enhancements and competitive differentiation in order to gain new customers and retain existing ones. One of the approaches is to efficiently utilize and enhance content marketing in social media to increase brand awareness, brand image, positive word of mouth, and brand trust in the company, which could result in increased brand loyalty. The purpose of this study is to explore the effect content marketing has on brand loyalty among users of Lazada Indonesia, while also examining the mediating role of brand awareness, brand image, word of mouth, and brand trust. The data for this research were obtained from a sample of 200 respondents who are users of Lazada Indonesia and who follow and read the content of Lazada Indonesia's social media accounts. The analysis was conducted using SEM-PLS. The research findings show that Lazada Indonesia's content marketing has a positive effect on brand awareness, brand image, word of mouth, and brand trust among its users. Nevertheless, this research is currently limited to the scope of Lazada Indonesia. Therefore, it is suggested for future research to incorporate comparisons with other e-commerce platforms in order to provide further perspectives. KEYWORDS: Content Marketing, Brand Awareness, Brand Image, Word of Mouth. ii ABSTRAK PENGARUH KONTEN PEMASARAN PADA MEDIA SOSIAL TERHADAP LOYALITAS MEREK DENGAN PERAN MEDIASI KESADARAN MEREK, CITRA MEREK, WOM, DAN KEPERCAYAAN MEREK: STUDI KASUS PADA LAZADA INDONESIA Oleh Silvi Dwi Oktaviani 29122073 (Program Studi Magister Administrasi Bisnis) Penurunan jumlah pengunjung yang signifikan menunjukkan kebutuhan mendesak akan peningkatan strategis dan diferensiasi kompetitif untuk mendapatkan pelanggan baru dan mempertahankan pelanggan yang sudah ada. Salah satu pendekatannya adalah dengan memanfaatkan dan meningkatkan pemasaran konten di media sosial secara efisien untuk meningkatkan kesadaran merek, citra merek, word of mouth, kepercayaan merek terhadap perusahaan, yang dapat meningkatkan loyalitas merek. Tujuan dari penelitian ini adalah untuk mengeksplorasi pengaruh pemasaran konten terhadap loyalitas merek di kalangan pengguna Lazada Indonesia, serta menguji peran mediasi kesadaran merek, citra merek, word of mouth, dan kepercayaan merek. Data penelitian ini diperoleh dari sampel sebanyak 200 responden yang merupakan pengguna Lazada Indonesia dan yang mengikuti serta membaca konten akun media sosial Lazada Indonesia. Analisis dilakukan dengan menggunakan SEM-PLS. Temuan penelitian menunjukkan bahwa pemasaran konten Lazada Indonesia berpengaruh positif terhadap kesadaran merek, citra merek, word of mouth dan kepercayaan merek di kalangan penggunanya. Meski demikian, penelitian ini saat ini masih terbatas pada cakupan Lazada Indonesia. Oleh karena itu, disarankan bagi penelitian selanjutnya untuk memasukkan perbandingan dengan platform e-commerce lain untuk memberikan perspektif lebih jauh. KATA KUNCI: Pemasaran Konten, Kesadaran Merek, Citra Merek, Word of Mouth. iii THE EFFECT OF CONTENT MARKETING IN SOCIAL MEDIA TOWARDS BRAND LOYALTY WITH A MEDIATING ROLE BRAND AWARENESS, BRAND IMAGE, WORD OF MOUTH AND BRAND TRUST: THE CASE OF LAZADA INDONESIA VALIDATION PAGE By Silvi Dwi Oktaviani Student ID: 29122073 Master of Business Administration Program Institut Teknologi Bandung Approved Date 8 th August 2024 Supervisor (Dr. Harimukti Wandebori, S.T., S.H., MBA) iv DECLARATION OF NON -PLAGIARISM I understand that Plagiarism is wrong, a breach of academic integrity, and against Program, School, and University’s Policy and Regulation.