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Pengaruh Kepribadian Merek, Penggunaan Selebriti Dalam Iklan, dan Penggunaan Sosial Media Pada Pembentukan Loyalitas Merek
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
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L Education (General) = Pendidikan
LB Theory and practice of education