The Influence Of Supporting Celebrities (@Niniramadani06) on Consumer Loyalty Ms Glow Samarinda
DOI:
https://doi.org/10.51544/jlmk.v7i1.3863Keywords:
Celebrity support, Consumer Loyalty, MS GlowAbstract
This study employs a purposive sampling method and non-probability sampling techniques for its quantitative approach to sampling. This study used 345 respondents who are MS Glow Samarinda customers and follow the Instagram account @Niniramadani06. Analytical techniques include straightforward linear regression analysis. Using the SPSS 28 application, testing the hypothesis with a partial test (t test). Based on the analysis and discussion, the celebrity @Niniramadani06 has a significant impact on MS Glow Samarinda's customer loyalty. Consumer loyalty is higher when the supporting celebrities are of higher quality. This study used 345 respondents who are MS Glow Samarinda customers and follow the Instagram account @Niniramadani06. Analytical techniques include straightforward linear regression analysis. Using the SPSS 28 application, testing the hypothesis with a partial test (t test). Based on the analysis and discussion, the celebrity @Niniramadani06 has a significant impact on MS Glow Samarinda's customer loyalty. Consumer loyalty is higher when the supporting celebrities are of higher quality. Based on the analysis and discussion, the celebrity @Niniramadani06 has a significant impact on MS Glow Samarinda's customer loyalty. Consumer loyalty is higher when the supporting celebrities are of higher quality. Based on the analysis and discussion, the celebrity @Niniramadani06 has a significant impact on MS Glow Samarinda's customer loyalty.
Downloads
References
Angelyn, A., & Nainggolan, N. P. (2022). Pengaruh Lokasi, Variasi Produk dan Kualitas Pelayanan Terhadap Keputusan Pembelian pada PT Setia Jaya Batam. eCo-Buss, 4(3), 360–370. https://doi.org/10.32877/eb.v4i3.293
Anggraeni, M., & Kurniawati, R. (2020). Pengaruh Celebrity Endorser dan Persepsi Kualitas Melalui Citra Merek Terhadap Loyalitas. Jurnal Kalibrasi, 17(1), 39–42. https://doi.org/10.33364/kalibrasi/v.17-1.738
Ernawati, E., Sayuti, M., Kadarusman, K., B. Hismayasari, I., Supriatna, I., & Setia Abadi, A. (2021). Pendampingan Masyarakat di Kampung Salak, Kota Sorong: Pelatihan Teknik Pembenihan Ikan Lele Secara Buatan. Yumary : Jurnal Pengabdian Kepada Masyarakat, 1(4), 173–181. https://doi.org/10.35912/yumary.v1i4.195
Febriani, N. (2021). Efektivitas strategi komunikasi pemasaran celebrity endorsement di Instagram terhadap generasi Z. Jurnal Manajemen Komunikasi, 5(2), 238. https://doi.org/10.24198/jmk.v5i2.27682
Fitriani, V., & Sharif, O. O. (2018). Analisis Faktor Yang Mempengaruhi Loyalitas Merek Konsumen Pada Produk Kosmetik. e-Proceeding of Management, 5(1), 90–95.
Gaffar, V. (2007). Customer Relationship Management and Marketing. Public Relation. Bandung: Penerbit Alfabeta.
Griffin, J. (2015). Customer Loyalty Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. In Jakarta: Erlangga (Vol. 53, Nomor 9). Jakarta: Erlangga.
Hermansyur, H. M. dan, & Aditi, B. (2017). Pengaruh Kualitas Produk, Citra Merek ,Harga, Dan Promosi, Terhadap Keputusan Pembelian Mobil Merek Honda Di Kota Medan. Jurnal Konsep Bisnis dan Manajemen, 3(1), 32–43.
Hootsuite and We Are Social. (2021). Digital in 2021 : Essential Insights Into Internet, Social Media, Mobile, and E-Commerce Use In Indonesia.Retrivied. Digital Information World. https://wearesocial.com/blog/2018/01/globaldigital-report-2018
Kim, H. K., Lee, K. Y., & Baek, W. Y. (2020). Effect of celebrity athlete endorsement on sporting goods consumers’ brand passion and loyalty. Social Behavior and Personality, 48(5). https://doi.org/10.2224/sbp.9117
Kotler, P. & K. (2012). Manajemen pemasaran. In Edisi Millenium, Jilid 1 (Vol. 1, Nomor 2). Jakarta: Erlangga.
M. Fuad, Edy Sukarno, Sugiarto, Moeljadi, Ellen Christina, F. R. N. H. M. (2020). ANGGARAN PERUSAHAAN: Konsep dan Aplikasi. 262.
Made, I., Moksaoka, W., & Rahyuda, I. K. (2016). Peran Brand Image dalam Memediasi Country of Origin terhadap Purchase Intention. E-Jurnal Manajemen Universitas Udayana, 5(3), 1690–1716.
Nanang Martono. (2016). Metode Penelitian Kuantitatif Analisis Isi dan Analisis Data Sekunder. Jakarta: Raja Garfindo Persada.
Patimah, S., Royani, I., Mursaha, A., & Thaha, A. R. (2016). Knowledge, attitude and practice of balanced diet and correlation with hypochromic microcytic anemia among adolescent school girls in maros district, South Sulawesi, Indonesia. Biomedical Research (India), 27(1), 165–171.
Putri, A. R., Suseno, Y. D., Suseno, Y. D., Widajanti, E., & Widajanti, E. (2020). Analisis Pengendalian Persediaan Bahan Baku Menggunakan Metode Economic Order Quantity Dengan Penggunaan Model Economic Production Quantity Pada Batik Sriwedari Di Surakarta. Jurnal Ekonomi Dan Kewirausahaan, 20(1). https://doi.org/10.33061/jeku.v20i1.4370
Setiawan, C. (2021). Pengaruh meaningful work pada work engagement karyawan milenial. Undergraduate thesis.
Shimp, T. A. (2014). Komunikasi Pemasaran Terpadu dalam periklanan dan Promosi. In Komunikasi Pemasaran Terpadu dalam periklanan dan Promosi. (Vol. 53, Nomor 9). Jakarta: Salemba Empat.
Sintani Laurencia. (2016). Pengaruh Penggunaan Celebrity Endorser Isyana Sarasvati Dalam Iklan “Isyana vs Gangster” Terhadap Brand Awareness (Masyarakat Surabaya). “Jurnal e-Komunikasi,” 4(1), hal: 4-5. https://media.neliti.com/media/publications/82789-ID-pengaruh-penggunaan-celebrity-endorser-i.pdf
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta. Bandung.
Sugiyono, & Susanto, A. (2015). Cara Mudah Belajar SPSS & Lisrel. Bandung: Alfabeta, 266.
Sutisna. (2013). Perilaku Konsumen dan Komunikasi Pemasaran. In Bandung: PT Remaja Rosda Karya. Jakarta: Erlangga.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Hanifah Nahda, Hairunnisa Hairunnisa
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
