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

KHOIRUNNISAA, SALSABIIL and Thamrin, M. Husni and Saraswaty, Erlisa (2022) PENGARUH EFEKTIVITAS IKLAN PANTENE “MIRACLES HAIR SUPPLEMENT BARU! -BYE #RAMBUTCAPEK HELLO #RAMBUTKECHARGED” DAN BRAND AMBASSADOR KEANU TERHADAP LOYALITAS KONSUMEN. Undergraduate thesis, Sriwijaya University.

	Text RAMA_70201_07031381924219.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (5MB) | Request a copy
	Text RAMA_70201_07031381924219_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (5MB) | Request a copy
Preview	Text RAMA_70201_07031381924219_0006066402_0013099204_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (4MB) | Preview
	Text RAMA_70201_07031381924219_0006066402_0013099204_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (212kB) | Request a copy
	Text RAMA_70201_07031381924219_0006066402_0013099204_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (239kB) | Request a copy
	Text RAMA_70201_07031381924219_0006066402_0013099204_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (771kB) | Request a copy
	Text RAMA_70201_07031381924219_0006066402_0013099204_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (547kB) | Request a copy
	Text RAMA_70201_07031381924219_0006066402_0013099204_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (167kB) | Request a copy
	Text RAMA_70201_07031381924219_0006066402_0013099204_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (673kB) | Request a copy

Abstract

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.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Ambassador, Iklan, Loyalitas Konsumen.
Subjects:	P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Salsabiil Khoirunisaa
Date Deposited:	27 Jan 2023 08:54
Last Modified:	27 Jan 2023 08:54
URI:	http://repository.unsri.ac.id/id/eprint/87913

Actions (login required)

View Item