Pengaruh Event-Based Marketing, Sensory Marketing, Dan User Generated Content Terhadap Loyalitas Merek Jiniso (Studi Pada Pada Mahasiswa Unisma)

Oktaviani Laili Rakhmawati (Universitas Islam Malang)
Rois Arifin (Universitas Islam Malang)
Alfian Budi Primanto (Universitas Islam Malang)

E-JRM
E-JRM : Elektronik Jurnal Riset Manajemen Vol. 15 No. 01

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