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Dewi, Meishela Husna
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Religion Economics, Econometrics & Finance Education Social Sciences Other

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Pengaruh Brand Ambassador Dan Strategi Marketing Terhadap Loyalitas Pelanggan  (Studi Pada Boyband Neo Culture Technology Dream Produk Tostos Di Jakarta) Sari, Sukarni Novita; Dewi, Meishela Husna; Juardi, Juardi
Annusfy : Journal of Multidisciplinary Research Vol. 1 No. 6 (2026): February 2026 : Annusfy
Publisher : Jaanur Elbarik Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65065/bc1rxe78

Abstract

This study aims to find out and analyze how much influence Brand Ambassador and Marketing  Strategy on Customer Loyalty in Tostos products by studying the NeoCulture Technology Dream (NCT Dream)  band, especially in the Lotte Mall Avenue Jakarta area. This research method uses a quantitative approach with survey techniques through the distribution of questionnaires to 180 respondents. In this study, the data test uses a validity test, a reliability test, a classical assumption test in which there is a normality test, a multicollinearity test, and a heteroscedasticity test, then a multiple linear regression analysis test with a t test and an f test, as well as a determination coefficient test. The results of the study show that Brand Ambassadors have an effect on Customer Loyalty with a contribution of 7.8%. Marketing strategy  also has a positive and significant influence with a contribution of 16.5%. Simultaneously, both variables exerted an influence of 16.6% on Customer Loyalty, where Marketing Strategy   had a more dominant influence
Co-Authors Juardi, Juardi Sari, Sukarni Novita