Pengaruh Advertising Appeals dan Celebrity Endorsement terhadap Customer Loyalty (Survei terhadap Followers Instagram Citilink di Indonesia)
Abstract
This study was conducted to obtain an overview and understand the influence of advertising appeals and celebrity endorsements on customer loyalty among Citilink Instagram followers in Indonesia. This study used a descriptive and verifiable research method with a quantitative approach. The sampling method used in this study was purposive sampling. The population in this study was 483,000, with a sample size of 107 respondents. The analysis technique used in this study was regression analysis, processed using SPSS 25.0 for Windows software. The results of this study indicate that advertising appeals and celebrity endorsements significantly influence customer loyalty, both simultaneously and partially.
Penelitian ini dilakukan dengan tujuan untuk memperoleh gambaran dan pengaruh dari advertising appeals dan celebrity endorsement terhadap customer loyalty pada followers instagram Citilink di Indonesia. Jenis penelitian ini menggunakan metode penelitian deskriptif dan verifikatif serta menggunakan pendekatan kuantitatif. Metode pengambilan sampel yang digunakan pada penelitian ini adalah purposive sampling. Populasi pada penelitian ini sebanyak 483.000 dengan jumlah sampel di penelitian ini sebanyak 107 responden. Teknik analisis pada penelitian ini menggunakan analisis regresi serta diolah menggunakan bantuan software SPSS 25.0 for Windows. Hasil pada penelitian ini menunjukkan bahwa advertising appeals dan celebrity endorsement berpengaruh secara signifikan terhadap customer loyalty baik secara simultan dan parsial
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