THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY: THE MEDIATION EFFECT OF BRAND-VALUE CONSCIOUSNESS TOWARDS ADIDAS BRAND IN INDONESIA

The purpose of this study is to investigate the impact of social media marketing on brand loyalty with the mediation effect of brand-value consciousness towards Adidas brand in Indonesia. The analysis method in this study is using structural equation modeling (SEM). Object of this current study is highschool students (or equal) and college students who is using social media and follow Adidas on social media, on the amount of 150 people. Data processing using softwares such as SPSS – PASW Statistics version 18 for Windows OS and IBM – AMOS version 22 for Windows OS. The results of this study indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship beetwen social media marketing and brand loyalty.

certain brand. The different between those researches are interesting to be studied further, especially in the connection between social media marketing and brand consciousness. This thing because Ismail (2017) stated that how brand loyalty can be built and strengthen through social media and whether social media marketing in consumer with brand-value consciousness, the answers are yet to be known, because of that this research is really worth to be implemented.
Based on the background of problem, the hypotheses which are proposed are: H1.Social media marketing has positive impact towards brand loyalty in Adidas brand in Indonesia. H2.Social media marketing has positive impact towards brand consciousness in Adidas brand in Indonesia. H3.Barnd consciousness has positive impact towards brand loyalty in Adidas brand in Indonesia. H4.Social media marketing has positive impact towards value consciousness in Adidas brand in Indonesia. H5.Value consciousness has negative impact towards brand loyalty in Adidas brand in Indonesia. H6.Brand consciousness will be the mediator for the connection between social media marketing and brand loyalty in Adidas brand in Indonesia. H7.Value consciousness will be the mediator for the connection between social media marketing and brand loyalty in Adidas brand in Indonesia.

Research Method
This research is included to basic business research or often mentioned as pure research (Zikmund et al. 2009:7). This kind of this research is causal research where the research aimed to identify causality (Zikmund et al., 2009:57). This research is quantitative because the connection between variables are measured numerically using structural equation modelling (SEM).
This research also measured the mediation variable effect (M) which can be drawn by the order of X affects M and M affects Y (MacKinnon et al., 2011). Referring to research of Ismail (2017), in this research there are exogenous variable which is social media marketing (X), endogenous variable which is brand loyalty (Y), and two mediation variables which are brand consciousness (M1) and value consciousness (M2) which intervene the connection between social media marketing and brand loyalty. There are two kinds of mediation effects which some of them are full mediation and partial mediation (Kim, 2016). Full mediation is the condition whereas if M variable (figure 8) taken from the model, so that the effect on connection between X and Y will disappear. Partial mediation is the condition whereas if M variable (figure 8) taken from the model, but the effect towards connection between X and Y is still exist.
The level and scale that used in this research interval level, which is measurement level that has the same distance and clear difference on the scale. Based on research of Ismail (2017), alternative answer which is provided for interval level arranged based on numerical scale that done by giving assessment to series of questions based on adjective which measured in seven scale level. Number 1 to 7 show that the bigger the number chosen the more positive respondent assessment towards question given, in the opposite, the lower the score chosen, the more negative respondent assessment towards the question.
Population target in this research is the consumers that use social media and follow Adidas brand in social media. Respondent characteristics that hoped is high school/same p-1412-3789 www.journalmabis.org e-2477-1783 27 educational level and college students, age 15-25 years old, have ever bought and used Adidas brand within the last one year, and stay in Indonesia. The minimum number of sample which is going to be used is in this research is 150 samples. Retrieval technique of the sample is nonprobability sampling and the kind of sample collection is using purposive sampling because not all people can fulfill the minimum criteria as respondent.

Result and Discussion
Validity and reliability tests are done by using the help of SPSS -PASW Statistic software version 18 for Windows operation system. All indicator from each variable shows the value of Pearson Correlation > 0.5 (valid) and every variable has Cronbach's Alpha value > 0.6 (reliable). All data from 150 respondents are analyzed by using structural equation model (SEM) whereas there are 2 stages of tests. The first stage is the measurement model for the whole construct variable and each indicator by using 5 index of goodness-of-fit. Below is the result of measurement model. All indexes in measurement model have showed good fit value, so that the research can proceed to the next stage which is structural model analysis. In this model, the research Good fit index once again tested. After finished with all data recap from all samples which received and also analyzed measurement model of goodness-of-fit and structural model hypothesis testing can be done. This test applied in order to see how bug and significant the impact of one variable to another. Figure 1 is the result of data processing from structural model. The picture shows the standardized estimate value which shows how big the impact of exogenous variable towards endogenous variable.
Next, hypothesis testing will be done by using IBM -AMOS software version 22 for Windows operation system and the condition for a hypothesis to be accepted is the value of C.R. >± 1.96. Then, the result of value of C.R. and standardized estimate that presented in table 3. From the table, it can be known that all hypotheses are supported. In hypothesis 1, the test of impact between social media marketing and brand loyalty resulting positive coefficient value of 0.520 with significance (p-vale) resulted < 0.001 (<0.05), C.R. value resulted is 4.778 (> ±1.96), so that it can be concluded that social media marketing has significant positive impact towards brand loyalty. Based on the result, the first hypothesis (H1) of the research can be accepted.

Figure 1 Data Measurement Structural Model
In hypothesis 2, the testing for impact between social media marketing and brand consciousness resulting positive coefficient value of 0.347 with significant (p-value) resulted < 0.001 (<0.05), C.R. value resulted is 3.990 (>±1.96), so that it can be concluded that social media marketing has positive significant value towards brand consciousness. Based on the result, second hypothesis (H2) of the research can be accepted.
In hypothesis 3, testing for the impact between brand consciousness and brand loyalty resulting positive coefficient value of 0.538 with significance (p-value) resulted <0.001 (<0.05), C.R. value resulted is 4.396 (>±1.96), so that it can be concluded that brand consciousness has positive significant impact towards brand loyalty. Based on the result, the third hypothesis (H3) of the research can be accepted.
In hypothesis 4, testing for the impact between social media marketing and value consciousness resulting positive coefficient value of 0.223 with significance (p-value) resulted <0.006 (<0.05), C.R. value resulted is 2.756 (>±1.96), so that it can be concluded that social media marketing has positive significant impact towards value consciousness. Based on the result, the fourth hypothesis (H4) of the research can be accepted.
In hypothesis 5, testing for the impact between value consciousness and brand loyalty resulting negative coefficient value of -0.371 with significance (p-value) resulted 0.001 (<0.05), C.R. value resulted is -3.290 (>±1.96), so that it can be concluded that value consciousness has positive significant impact towards brand loyalty. Based on the result, the fifth hypothesis (H5) of the research can be accepted.

(a)
Sig. Referring to research of Ismail (2017), this research tested the mediation effect by using shadow model and bootstrap method. Bootstrap technique testing uses IBM -AMOS 22 software in order to acquire 1000 bootstrap samples with bias-corrected bootstrap method of 95% confidence intervals (Mallinckrodt et al., 2006in Ismail, 2017. In table 4, shadow model 0 shows that even though there is no mediation variable, there is still total effect of 0.655 and direct effect of 0.655 in the connection of SM (exogenous variable) and BL (endogenous variable), so that it can be said that the mediation effect type in this research is partial mediation.

Lower
In table 5 shows the result of mediation effect testing result, whereas brand consciousness has 0.256 impact with significance of 0.002 (<0.05). That result shows the mediation effect resulted by brand consciousness in the connection of social media marketing and brand loyalty. If there is increasing of social media marketing will increase brand consciousness which will also increase brand loyalty. Based on the result, the sixth hypothesis (H6) of the research can be accepted.
In table 5 shows the result of mediation effect testing result whereas brand consciousness has -0.147 impact with significance of 0.001 (<0.05). That result shows the mediation effect resulted by value consciousness in the connection between social media marketing and brand loyalty. If there is increasing in social media marketing, it will decrease value consciousness which will also decrease brand loyalty. Based on the result, the seventh hypothesis (H7) of the research can be accepted.

Conclusion
Based on the result of this research and the statistical test that is done, it can be taken conclusion that all of the seven hypotheses which have been developed are supported and proven. The following is the overall test result and conclusion within the research.
 Social media marketing has positive impact towards brand loyalty in Adidas brand in Indonesia.

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Social media marketing has positive impact towards brand consciousness in Adidas brand in Indonesia.

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Brand consciousness has positive impact towards brand loyalty in Adidas brand in Indonesia. Brand consciousness becomes mediator in connection between social media marketing dan brand loyalty in Adidas brand in Indonesia.

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Value consciousness menjadi mediator in connection between social media marketing dan brand loyalty in Adidas brand in Indonesia. This research is the replication from the research model done by Ismail (2017). That research related to social media marketing impact towards brand loyalty with the mediation effect from brand-value consciousness, the gap between research (research gap) in this research is the different in previous literature (Yee and Sidek, 2008;Akin, 2012;AIMIA, 2013;Bandara, 2014;Al-Mamun et al., 2014;Sarkar and Khare, 2017) in which value consciousness has positive connection with brand loyalty, meanwhile the research result of Ismail (2017) show the negative impact of value consciousness towards brand loyalty. This research is in accordance with research of Ismail (2017).
This research shows that social media marketing has positive impact towards brand loyalty, brand consciousness, and value consciousness. That mean social media marketing that applied by Adidas Indonesia has increase each one of brand loyalty, brand consciousness, and value consciousness. Consumer becomes more loyal to Adidas brand because the influence of social media marketing. Consumer is getting more aware of image, quality, and attribute that related to Adidas brand nameand product function thanks to the social media marketing by Adidas brand, whereas consumer is getting more aware of the balance between low price and product quality. Brand consciousness has positive impact towards brand loyalty. That thing shows that consumer with brand consciousness can increase brand loyalty in Adidas brand. When consumer is getting aware of image, quality, and attribute that related to Adidas brand name which considered can be represent or increasing the image of the consumer overall, so the consumer will tend to hold on to Adidas brand. Value consciousness has negative impact towards brand loyalty. That thing shows that consumer with value consciousness can decrease brand loyalty in Adidas brand. Consumer will tend to choose alternative brand with cheaper price with the quality limit which is relatively similar with Adidas brand. Meaning is consumer will tend to change loyalty from Adidas brand to another product that offers cheaper price. This research result also shows the effect of mediation of brand-value consciousness towards social media marketing and brand loyalty connection. This thing can be seen where social media marketing affecting brand consciousness and next is brand consciousness increase brand loyalty. In the same definition, social media marketing is affecting value consciousness and next is value consciousness decreases brand loyalty.
Recommendation that is given based on this research result hoped to give input and suggestion for company in retail apparel especially to Adidas brand company management in Indonesia. Aside from that, recommendation also addressed to the future research based on the limitation of this research.
 Recommendation for Adidas Management in Indonesia In the effort of increasing brand loyalty, Adidas can give additional value in product feature with the best quality such as give priority to EQT, Bounce, or boost technology in order to increase the comfort of the product equal to aesthetic value of Adidas product. By that, it is hoped that Adidas still have additional superior value that can make consumer stay loyal to Adidas brand Recommendation that can be given to Adidas management, after winning international awards related to social media advertisement content, it will be better for Adidas to develop the same advertisement concept but more adjusted to eastern culture especially Indonesia. The www.journalmabis.org e-2477-1783 32 originality side which incorporate in the content can be adjusted to eastern culture especially Indonesia so it can still be relevant with the life style of Indonesia people. It is hoped that social media marketing of Adidas can give more interesting content and increases the demand of consumer to share more information about brand, product, or Adidas service for their friends, Beside that it is also hoped that Adidas management also increase the Adidas brand name that has been known really well by collaborating with another well-known brand. After success with Adidas feat, Kanye West collaboration with the Yeezy, it will be better for Adidas to consider collaborating with another famous high end fashion brands such as Luis Vuitton, Supreme, Givenchy, A Bathing Ape, Off-White and others that can push the very well-known Adidas brand name. That way, it is hoped consumer brand consciousness can still consider Adidas as the product selection with affordable price.
 Recommendation for Future Research This research is still limited by only using 1 fashion apparel brand, this thing still cannot give perspective of how the fashion apparel industry condition comprehensively. For the future research, it is hoped that it will be able add another fashion apparel so that the research can be generalized comprehensively.