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PENGARUH EFEKTIVITAS IKLAN PANTENE “MIRACLES HAIR SUPPLEMENT BARU! -BYE #RAMBUTCAPEK HELLO #RAMBUTKECHARGED” DAN BRAND AMBASSADOR KEANU TERHADAP LOYALITAS KONSUMEN

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The industrial revolution 4.0 certainly has an impact on industrial categories, including fast moving consumer good (FMCG), consumer loyalty has become an urgency, companies need to carry out strategies and business promotions carried out by companies in order to retain consumers. This study aims to determine the effect of advertising effectiveness and brand ambassadors on consumer loyalty The theory used in this study is the EPIC Model developed by AC. Nielsen, ViSCAP Model from Rossiter & Percy and Consumer loyalty indicator theory from Philip Kotler and Kevin L. Keller. This research uses a quantitative method which uses Structural Equation Model (SEM) data analysis which is then processed using SmartPLS 3.0 software, There were 92 samples in this study using purposive sampling and quota sampling. The results of this study show that the effectiveness of advertising has a positive and significant effect on consumer loyalty of the path coefficient of 0377, and the P-value of 0.004 while the t-test value of 2.736 and the brand ambassador have a positive and significant effect on consumer loyalty with a path coefficient value of 0.457 and a p value of 0.003 while the t-test value is 2.684. Then c positively and significantly affects consumer loyalty. then the value of R-square 06.40 advertising effectiveness and brand ambassador also affects simultaneously consumer loyalty.

Availability
Inventory Code Barcode Call Number Location Status
2307001450T87913T879132023Central Library (REFERENS)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T879132023
Publisher
Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya.,
Collation
xii, 109 hlm.; Ilus.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
658.820 7
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Prodi Ilmu Komunikasi
Promosi Pemasaran, Promosi Penjualan
Specific Detail Info
-
Statement of Responsibility
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No other version available

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