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All Journal Dinasti International Journal of Education Management and Social Science
Reni Silviah
Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia
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Determination of Influencer Marketing and Endorsement Strategies in Encouraging Customer Loyalty Reni Silviah
Dinasti International Journal of Education Management And Social Science Vol. 5 No. 2 (2023): Dinasti International Journal of Education Management and Social Science (Decem
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v5i2.5446

Abstract

Determination of influencer marketing and endorsement strategies in driving customer loyalty is a scientific article with the aim of analyzing whether influencer marketing and endorsement have an effect on increasing customer loyalty. The literature review method or literature review, which is a systematic approach to identifying, evaluating, and analyzing previous research results that are relevant to the topic being studied. The results of this article are: 1) Influencer marketing has an effect on driving customer loyalty, 2) Endorsement has an effect on driving customer loyalty. Apart from these 2 exogenous variables that affect the endogenous variable of customer loyalty, there are still many other factors including product quality, promotion, celebrity, trust.
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