PENGARUH PROMOSI, BRAND AMBASSADOR, DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN (Studi Kasus Pada Mahasiswa STEI Rawamangun) THE EFFECT OF PROMOTION, BRAND AMBASSADOR, AND BRAND IMAGE ON CUSTOMER LOYALTY (Case Study on STEI Rawamangun Students)

ANE MISPIANI, ANE (2021) PENGARUH PROMOSI, BRAND AMBASSADOR, DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN (Studi Kasus Pada Mahasiswa STEI Rawamangun) THE EFFECT OF PROMOTION, BRAND AMBASSADOR, AND BRAND IMAGE ON CUSTOMER LOYALTY (Case Study on STEI Rawamangun Students). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh promosi, brand ambassador, dan brand image terhadap loyalitas pelanggan pengguna aplikasi Tokopedia. Promosi, brand ambassador, dan brand image sebagai variable independen, sedangkan loyalitas pelanggan sebagai variable dependen. Penelitian ini menggunakan jenis penelitian asosiatif, dengan pendekatan kuantitatif, yang dianalisis dengan menggunakan analisis koefisien determinasi dengan software SPSS 22.0. Populasi dari penelitian ini adalah followers instagram Tokopedia. Sample diambil dengan metode purposive sampling dengan sample sebanyak 40 orang. Data yang digunakan dalam penelitian ini berupa data premier dan sekunder. Teknik pengumpulan data menggunakan Google Form yang diukur dengan skala likert. Hasil dari penelitian yang didapat adalah variable promosi berpengaruh signifikan terhadap loyalitas pelanggan dengan, variable brand ambassador berpengaruh signifikan terhadap loyalitas pelanggan, dan variable brand image berpengaruh signifikan terhadap loyalitas pelanggan. Secara simultan terdapat pengaruh signifikan antara Promosi, Brand Ambsassador, dan Brand Image secara bersama-sama terhadap Loyalitas Pelanggan. ABSTRACT This study aims to determine the effect of promotion, brand ambassador, and brand image on customer loyalty of users of the Tokopedia application. Promotion, brand ambassador, and brand image as independent variables, while customer loyalty as the dependent variable. This study uses an associative research type, with a quantitative approach, which is analyzed using the coefficient of determination analysis with SPSS 22.0 software. The population of this study is Tokopedia's Instagram followers. The sample was taken by purposive sampling method with a sample of 42 people. The data used in this study are primary and secondary data. Data collection techniques using Google Form as measured by a Likert scale. The results of the research obtained are the promotion variable has a significant effect on customer loyalty, the brand ambassador variable has a significant effect on customer loyalty, and the brand image variable has a significant effect on customer loyalty. Simultaneously there is a significant influence between Promotion, Brand Ambassador, and Brand Image together on Customer Loyalty.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSakti, Sri Handoko0330096602handoko@stei.ac.id
Subjects: Akuntansi > Akuntansi Manajemen
Divisions: S1 Manajemen
Depositing User: ANE MISPIANI
Date Deposited: 10 Oct 2021 13:57
Last Modified: 10 Oct 2021 13:57
URI: http://repository.stei.ac.id/id/eprint/5451

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