Rai Sara Purnama Sari, Rai Sara (2023) Pengaruh Brand Activation Pada Proudk Y.o.u Beauty Terhadap Loyalitas Konsumen (Survei Kepada Followers Instagram @youbeauty.idn). Skripsi (S1) thesis, Fisip Universitas Muhammadiyah Jakarta.

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Abstract

FAKULTAS ILMU SOSIAL DAN POLITIK PROGRAM STUDI ILMU KOMUNIKASI KONSENTRASI ADVERTISING Skripsi, Juni 2023 RAI SARA PURNAMA SARI 2019140131 PENGARUH BRAND ACTIVATION PRODUK Y.O.U BEAUTY TERHADAP LOYALITAS KONSUMEN (Survey pada followers akun Instagram @youbeauty.idn) ABSTRAK Dalam menarik konsumennya setiap perusahaan memiliki berbagai strategi, salah satunya yaitu melakukan Brand Activation atau kegiatan yang dilakukan oleh sebuah merek untuk mengubah citra maupun menaikkan penjualan sebuah perusahaan. Salah satu brand kecantikan yang melakukan brand activation adalah YOU Beauty. Terkait hal tersebut tujuan penelitian ini untuk mengetahui :1). seberapa besar pengaruh brand activation pada produk YOU Beauty pada followers akun Instagram @youbeauty.idn, 2). loyalitas konsumen pada followers akun Instagram @youbeauty.idn, 3). pengaruh brand activation YOU Beauty terhadap loyalitas konsumen.Teori yang digunakan Brand Activation yaitu Direct Marketing Activation, Social Media Activation, Promotion Activation, Marketing Event Activation, dan Sponsorship Activation, serta Loyalitas Konsumen meliputi cognitive, affective, dan cognative. Pendekatan dalam penelitian ini adalah kuantitatif dengan metode survey bersifat eksplanatif. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner yang diberikan kepada 81 responden pada followers akun Instagram @youbeuaty.idn. Pengambilan sampel menggunakan teknik probability sampling. Metode pengambilan kuesioner yang digunakan yaitu random sampling. Hasil dari penelitian ini menunjukan bahwa pengaruh Brand Activation YOU Beauty secara keseluruhan responden merespon baik (setuju), serta pengaruh Brand Activation terhadap Loyalitas Konsumen secara kesuluruhan responden merespon baik (setuju) dari semua pernyataan variabel X dan Y di kuesioner penelitian, dan besarnya pengaruh Brand Activation produk YOU Beauty memiliki hubungan cukup dan sedang sebesar 0,575 terhadap Loyalitas Konsumen followers Instagram @youbeauty.idn dengan persentase Brand Activation mempengaruhi Loyalitas Konsumen sebesar 33,1% dan sementara sisanya 66,9% dipengaruhi oleh faktor lain. Kata Kunci : Brand Activation, Loyalitas Konsumen, YOU Beauty, Social Media Referensi : 10 Buku, 3 Jurnal, 5 Publikasi Online Dosen Pembimbing : Velda Ardia, S.I.Kom, M.Si FACULTY OF SOCIAL AND POLITICAL SCIENCES COMMUNICATION STUDY PROGRAM ADVERTISING CONCENTRATION Thesis, June 2023 RAI SARA PURNAMA SARI 2019140131 THE INFLUENCE OF BRAND ACTIVATION OF Y.O.U BEAUTY PRODUCTS ON CONSUMER LOYALTY (Survey on Instagram account followers @youbeauty.idn) ABSTRACT 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. Keywords : Brand Activation, Consumer Loyalty, YOU Beauty, Social Media References : 10 Books, 3 Journals, 5 Online Publications Supervisor : Velda Ardia, S.I.Kom, M.Si

Item Type:	Thesis (Skripsi (S1))
Subjects:	H Social Sciences > HE Transportation and Communications
Divisions:	Faculty of Social and Political Sciences > S1 Communication Studies / Ilmu Komunikasi
Depositing User:	EVA AIHULIA
Date Deposited:	14 Dec 2023 02:05
Last Modified:	14 Dec 2023 02:05
URI:	http://repository.umj.ac.id/id/eprint/17359

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