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All Journal Journal of Digital Marketing and Halal Industry E-JRM
Alfian Budi Primanto
Universitas Islam Malang
Economics, Econometrics & Finance

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Pengaruh Event-Based Marketing, Sensory Marketing, Dan User Generated Content Terhadap Loyalitas Merek Jiniso (Studi Pada Pada Mahasiswa Unisma) Oktaviani Laili Rakhmawati; Rois Arifin; Alfian Budi Primanto
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 15 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract

Abstract This study aims to analyze the influence of Event-Based Marketing, Sensory Marketing, and User-Generated Content (UGC) on Jiniso Jeans brand loyalty among students at the Universitas Islam Malang. This study used a quantitative approach with a survey method by distributing questionnaires to 110 respondents selected using a purposive sampling technique. The data analysis technique used was multiple linear regression analysis with the help of SPSS. The results showed that simultaneously, Event-Based Marketing, Sensory Marketing, and User-Generated Content significantly influenced Brand Loyalty. Partially, Event-Based Marketing and Sensory Marketing significantly influenced Brand Loyalty, while User-Generated Content did not. These results indicate that in the context of marketing through TikTok Shop, consumer loyalty is more influenced by event experiences and sensory stimuli than by user-generated content. This research is expected to serve as a reference for companies in designing more effective digital marketing strategies to increase brand loyalty.  Keywords: Event-Based Marketing, Sensory Marketing, User-Generated Content, Brand Loyalty 
Co-Authors Ahmad Fahmil Fithriyansyah Anisa Putri Darvanti Atika Nuzulil Laili Calista Efinda Niswah Eka Dewi Fitriyanti Eka Farida Eka Sukmawati Elly Nafida Faza Gery Rhivas Nugraha Wahyudi Haris Rizqi Pratama Juanda Chrystantor Khosibul Anam Mia Angellina Mohammad Rizal Muh. Mushoffa Nufail Muhammad Agus Salim Muhammad Rizqi Aditya N Rachma N. Rachma Nila Kusumawati Nita Ani Dia Utami Noor Salama Nur Hidayati Oktaviani Laili Rakhmawati Putri Zakiyah Rahmawati Rahmawati Restu Millaningtyas Rifda Nadia Ulya Rois Arifin Siti Asiyah Widarko, Agus Yussy Nelda Putri Suwandan