Sopandi, Aldi Aldiyansyah (2022) PENGARUH BRAND AMBASSADOR DAN CELEBRITY ENDORSES TERHADAP LOYALITAS PELANGGAN PADA PRODUK MS. GLOW (Pengguna yang mengikuti akun MS. Glow Official pada aplikasi Instagram). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine the effect of brand ambassadors and celebrity endorses on customer loyalty. The object of this research is MS Glow products based in Malang City. The research was conducted on all MS Glow users. This study uses primary data with questionnaire data collection techniques. This study uses primary data with questionnaire data collection techniques. This research method uses quantitative methods. The data technique used is multiple linear regression analysis and the sample technique uses a Likert scale. The analysis test is carried out with validity, reliability, classical assumptions, hypothesis testing in which there is a t test and f test, and data processing using SPSS 25. The results of the data analysis test show that the t test produces a t count for the brand ambassador variable on customer loyalty of 2.840 and the t count results for the Celebrity endorses variable on customer loyalty of 9.952, with a significance level of 5% or 0.05 while those contained in the t table attachment are 1.65. So it can be concluded that the t value is 2,840> t table 1.65 and 9,952> t table 1.65 with a significance value of 0.05 so it can be said that there is a significant influence between celebrity endorses on customer loyalty or it can be said that the hypothesis is accepted. The f test produced an fcount of 56,279 with a significance level of 0.00. From the results of the f test, the researcher knows that the value of f count 56.279> f table 3.87, therefore the results of the anova hypothesis can be accepted because all independent variables (free) are feasible to explain the dependent variable (bound) analyzed by the researcher. The conclusion of this study is that the independent variables, namely brand ambassadors and celebrity endorses, partially and simultaneously affect the dependent variable, namely customer loyalty. Keywords: brand ambassadors, celebrity endorses, customer loyalty, social media, Instagram
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Aldi Aldiyansyah Sopandi | ||||||||
| Date Deposited: | 24 May 2023 09:31 | ||||||||
| Last Modified: | 24 May 2023 09:31 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/13398 |
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