Pengaruh Brand Activation Pada Produk Y.O.U Beauty Terhadap Loyalitas Konsumen
DOI:
https://doi.org/10.59841/saber.v2i2.983Keywords:
Brand Activation, Consumer Loyalty, YOU Beauty, Social MediaAbstract
In attracting consumers, every company has various strategies, one of which is to carry out Brand Activation or activities carried out by a brand to change the image or increase sales of a company. One of the beauty brands that does brand activation is YOU Beauty. Related to this, the aim of this research is to find out how much influence brand activation has on YOU Beauty products on followers of the Instagram account @youbeauty.idn, consumer loyalty on followers of the Instagram account @youbeauty.idn, the influence of YOU Beauty brand activation on consumer loyalty. The theory used by Brand Activation is Direct Marketing Activation, Social Media Activation, Promotion Activation, Marketing Event Activation, dan Sponsorship Activation, and Consumer Loyalty includes cognitive, affective, and cognative. The approach in this research is quantitative with an explanatory survey method. The data collection technique was carried out by distributing questionnaires which were given to 81 respondents to followers of the Instagram account @youbeuaty.idn. Sampling using probability sampling technique. Questionnaire collection method used is random sampling. The results of this study indicate that the effect of Brand Activation YOU Beauty as a whole responds well (agree), and the effect of Brand Activation on Consumer Loyalty as a whole responds well (agree) to all variable statements X and Y in the research questionnaire, and the magnitude of Brand influence Activation of YOU Beauty products has an adequate and moderate relationship of 0.575 to Consumer Loyalty of Instagram followers @youbeauty.idn with the percentage of brand activation influencing consumer loyality of 33.1% and while the remaining 66.9% is influenced by other factors.
References
Abdullah Ma’ruf (2017). Manajemen : Komunikasi Periklanan. Yogyakarta : Aswaja Pressindo.
Kotler, P dan Amstrong, G. 2016. Dasar-dasar Pemasaran.Jilid 1, Edisi Kesembilan.Jakarta: Erlangga. p125
Lusiah (2018). Loyalitas Pelanggan. Yogyakarta : CV. Budi Utama.
Morissan (2015). Periklanan : Komunikasi Pemasaran Terpadu. Jakarta : Prenadamedia Group.
Mujib, F dan Septianingsih, T (2020). School Branding : Strategi Di Era Disruptif. Jakarta : PT. Bumi Aksara.
Paini, P., & Indahingwati, A. (2020). Pengaruh Iklan, Brand Activation, dan Promosi Penjualan Terhadap Brand Awareness Susu Zee”. Jurnal Ilmu dan Riset Manajemen (JIRM), 9(8).
Pristanti, I. A., & Setianingrum, V. M. (2019). “Pengaruh Strategi Brand Activation Pada Inovasi Produk Sleeping Masks Viva White Sebagai Brand Lokal Terhadap Loyalitas Kosmetik”. . Commercium, 2(2).
Riyanto Slamet, Hetmawan, A. A (2020). Metode Riset : Penelitian Kuantitatif Penelitian di Bidang Manajemen, Teknik, Pendidikan dan Eksperimen. Yogyakarta : CV. Budi Utama.
Sari, K., & Nurhayati, I. K. (2019). Pengaruh Strategi Komunikasi Pemasaran Starbucks Card terhadap Loyalitas Konsumen (Studi Pada Konsumen Berstatus Mahasiswa PT. Starbucks Coffee di Kota Bandung). Jurnal Ilmiah Komunikasi Makna, 7(2), 1-22.
Silalahi, Ulber. 2015. Metode Penelitian Sosial Kuantitatif. Bandung: PT. Refika Aditama.
Sugiyono. 2018. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sumiati, Rosita,H. N. Yulianti, I (2016). Brand Dalam Implikasi Bisnis. Malang : UB Press.
Pamungkas, N. A. I (2016). Brandology : Brand, Branding & Brand Activation. Yogyakarta : CV. Budi Utama.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.