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All Journal Dia: Jurnal Administrasi Publik Jurnal Komunikasi Profesional JARES (Journal of Academic Research and Sciences) Arkus JOSAR (Journal of Students Academic Research) Jurnal Spektrum Komunikasi Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah RESLAJ: Religion Education Social Laa Roiba Journal Komunikatif : Jurnal Ilmiah Komunikasi
Ratih Pandu Mustikasari
Universitas Pembangunan Nasional Veteran Jawa Timur
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Social Sciences

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Event Marketing Female Daily X Beauty dan Brand Loyalty Pengunjung Aliyyanabila Yuwono; Ratih Pandu Mustikasari
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 9 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i9.8837

Abstract

This study aims to describe the brand loyalty groups among visitors of Female Daily Network after attending the Female Daily X Beauty event marketing campaign. The research is grounded in the increasing significance of event marketing as a strategic communication tool, particularly within the beauty industry. More than just a promotional platform, this event serves as a curated brand experience designed to foster emotional bonds between consumers and the brand. Using the Theory of Consumption Value (TCV) by Sheth, Newman, and Gross (1991), the study explores how functional, emotional, social, epistemic, and conditional values derived from the event influence consumers’ loyalty. A descriptive quantitative method was applied, using a Likert-scale questionnaire distributed to 100 respondents who had previously attended the event. Data analysis was performed by calculating the mean, median, and mode for five brand loyalty indicators based on Aaker’s framework: switcher buyer, habitual buyer, satisfied buyer, liking the brand, and committed buyer. The results show that "liking the brand" had the highest score among respondents, indicating a strong emotional resonance and affinity toward Female Daily Network after the event. These findings suggest that well-executed event marketing can generate deep emotional loyalty, enhancing brand attachment beyond transactional relationships. In conclusion, the study affirms that event marketing, when designed with consumer value dimensions in mind, serves as an effective approach to strengthening long-term consumer-brand relationships. This is especially relevant in today’s experience-driven market where emotional connection plays a central role in influencing brand preference and consumer loyalty.
Co-Authors Aliyyanabila Yuwono Binti Azizatun Nafiah Dian Hutami Rahmawati Dian Hutami Rahmawati Febilla Parindra Hanna Nurhaqiqi Heidy Arviani Kusnarto Kusnarto Oktifani Winarti Oktifani Winarti Syamsul Arifin Valentin Cretto-Bergerat