THE INFLUENCE OF BRAND AMBASSADOR AND SOCIAL MEDIA ADVERTISING ON BRAND LOYALTY THROUGH BRAND TRUST OF WARDAH IN INDONESIA - Dalam bentuk buku karya ilmiah
SHAFIRA DINA KAMILA

Informasi Umum

Kode

24.04.3443

Klasifikasi

000 - General Works

Jenis

Karya Ilmiah - Skripsi (S1) - Reference

Subjek

Marketing Communication

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172 kali

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Abstraksi

<div>The cosmetics industry is thriving, driven by a surge in consumer interest,</div>

<div>especially among women. To keep pace in this competitive market, Wardah is</div>

<div>continuously innovating and refining their offerings to meet evolving consumer needs</div>

<div>and stand out from the crowd. Indonesian consumers, according to Worldpanel</div>

<div>Indonesia research, are more likely to switch brands than remain loyal. This indicates</div>

<div>a generally low level of brand loyalty in Indonesia. There is also an issue such as a</div>

<div>decrease in Wardah brand index from 2022 to 2024 which related to brand loyalty.</div>

<div>This study aims to analyze the influence of brand ambassador and social media</div>

<div>advertising on brand loyalty mediated by brand trust. Specifically, it aims to determine</div>

<div>whether the presence of a brand ambassador and social media advertising can enhance</div>

<div>brand loyalty with the help of brand trust as mediating variable.</div>

<div>The type of research used is quantitative method with descriptive and causal</div>

<div>analysis. This study collected data with online questionnaires distributed through</div>

<div>Google Form. This study used a likert scale as a rating scale with a total sample of 400</div>

<div>respondents. The sampling technique used is non probability sampling with a</div>

<div>purposive sampling method. This study utilized SPSS and Structural Equation</div>

<div>Modeling Partial Least Square 3.0 (SEM-PLS) as data processing technique.</div>

<div>The result of this study is obtained that brand ambassador and social media</div>

<div>advertising of Wardah has positive relationship and significantly influence brand</div>

<div>loyalty direct and also indirectly through brand trust. Social media advertising has the</div>

<div>most significance influence than brand ambassador to enhance brand loyalty</div>

<div>Based on the findings, it is advisable for Wardah to leverage brand</div>

<div>ambassadors as a communication strategy, using them to represent their products in</div>

<div>advertising. In addition, Wardah leverages an engaging and compelling content in</div>

<div>social media advertising since social media advertising to cultivate strong connections</div>

<div>with its. These strategies can help brands like Wardah maintain their market position</div>

<div>in the competitive cosmetics industry.</div>

<div>Keywords: Brand Ambassador, Brand Loyalty, Brand Trust, and Social Media</div>

<div>Advertising</div>

• BM62B4 - MARKETING MANAGEMENT
• EBH0M4 - MINI THESIS

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