Pengaruh Emotional Marketing Dan Brand Ambassador Terhadap Brand Loyalty Pada Produk Susu UHT Indomilk Di Kota Surabaya
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Abstract
Potensi kenaikan konsumsi susu menjadi indikasi dari persaingan industri pengolahan susu di Indonesia, khususnya pada jenis produk susu UHT yang menjadi susu favorit orang Indonesia. Penelitian ini bertujuan menganalisis pengaruh emotional marketing dan brand ambassador terhadap brand loyalty susu UHT Indomilk di Surabaya. Pendekatan kuantitatif dengan puposive sampling terhadap 100 responden. Data dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil menunjukkan bahwa emotional marketing berpengaruh positif dan signifikan terhadap brand loyalty. Sedangkan brand ambassador Idol K-Pop Seventeen tidak berpengaruh terhadap brand loyalty. Temuan ini mengindikasikan bahwa emotional marketing lebih efektif dalam membangun loyalitas jangka panjang, sementara peran brand ambassador hanya menimbulkan ketertarikan sesaat.
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a Creative Commons Attribution-NonCommercial 4.0 International License
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