Membentuk Loyalitas Pelanggan Dengan Penggunaan Artis Korea Sebagai Brand Ambassador E-Commerce di Indonesia
Keywords:
Loyalitas Pelanggan, Brand Ambassador, Artis Korea Selatan, E-commerceAbstract
The purpose of this study was to examine the effect of South Korean artist brand ambassadors
on customer satisfaction, repurchase intention and customer loyalty. The data collection
method in this study used a survey method with an instrument in the form of an online
questionnaire. The sampling technique used is proportional random sampling. The sample
used in this study was 226 respondents with the criteria that they had made online shopping
transactions in Indonesian e-commerce, fashion product customers from one of the ecommerce stores, Tokopedia, Shopee, Lazada, Blibli, resided in the Jabodetabek area, made
transactions for fashion products. in the same e-commerce in the last three months, and know
at least a little about South Korean artists. The data analysis technique in this study uses
Structural Equation Modeling (SEM) with SPSS software version 25 and AMOS version 26.
The results of this study indicate that brand ambassadors have a positive influence on customer
satisfaction and customer loyalty and customer satisfaction has a positive influence on
repurchase intentions.
Tujuan dari penelitian ini adalah untuk menguji pengaruh positif dan signifikan brand ambassador artis korea selatan terhadap kepuasan pelanggan, niat beli dan loyalitas pelanggan. Metode pengumpulan data pada penelitian ini menggunakan metode survei dengan instrumen berupa kuesioner online. Teknik pemilihan sampel yang digunakan adalah random probability sampling. Sampel yang digunakan dalam penelitian ini sebanyak 226 responden dengan kriteria pernah melakukan transaksi belanja online di e-commerce Indonesia, pelanggan produk fashion dari salah satu e-commerce Tokopedia, Shopee, Lazada, Blibli, bertempat tinggal di wilayah Jabodetabek, melakukan transaksi produk fashion di e-commerce yang sama dalam tiga bulan terakhir, dan mengetahui setidaknya sedikit tentang artis Korea Selatan. Teknik analisis data dalam penelitian ini menggunakan Structural Equation Modeling (SEM) dengan software SPSS versi 25 dan AMOS versi 26. Hasil penelitian ini menunjukkan bahwa brand ambassador memiliki pengaruh positif terhadap kepuasan pelanggan dan loyalitas pelanggan serta kepuasan pelanggan memiliki pengaruh positif terhadap niat beli.
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