@mastersthesis{eprints1429,
           month = {April},
           title = {Pengaruh Kepribadian Merek, Penggunaan Selebriti Dalam
Iklan, dan Penggunaan Sosial Media Pada Pembentukan Loyalitas Merek },
          school = {FALKUTAS EKONNOMI},
          author = {CORI INDRIYANI Sutopo M. Noer},
            year = {2013},
             url = {http://digilib.unila.ac.id/1429/},
        abstract = {In 2012, Nescafe has released one program called Nescafe Journey. The program was intended to
communicate Nescafe?s personality to the consumer. Nescafe employed three celebrities in this
program as their brand ambassador. The activities are intensely communicated through social
media accounts managed by the management.
This study intended to examine the influence of brand personality, celebrity endorsement and
social media in the creation of brand loyalty of Nescafe. Brand loyalty is a measure of
consumer?s attachment to the brand. It is capable of describing brand switching probability
especially when price or other attributes changed. The importance of brand loyalty has made it
the spirit of every marketing activities held by the company.
The objects of the research are Indonesian who is 17 years old or above, have been consuming
Nescafe, have the awareness about celebrity endorsing the product, and has given their likes to
Facebook page or following twitter account @Inibaruhidup, managed by Nescafe. The research
employed 100 respondents which were drawn using non probability sampling method with quota
sampling technique. Multiple regression analysis then employed in analyzing data generated.
The result indicated that, partially, only brand personality and social media influence brand
loyalty, whilst celebrity endorsement does not. However, simultaneously, brand personality,
celebrity endorsement and social media influence brand loyalty with regression coefficient by
20.135. Social media gives highest contribution towards brand loyalty with standardized
coefficient by 3.533, followed by brand personality by 3.120, then celebrity endo}
}