Strategi Komunikasi Pemasaran: Pengaruh Advertising, Endorsement, dan Brand Image terhadap Loyalitas Konsumen Telkomsel
DOI:
https://doi.org/10.36636/dialektika.v11i1.9375Kata Kunci:
Advertising, Endorsement, Brand Image, Loyalitas Konsumen, Strategi Komunikasi PemasaranAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh Advertising, Endorsement, dan Brand Image terhadap Loyalitas Konsumen Telkomsel. Pendekatan penelitian menggunakan metode kuantitatif dengan desain eksplanatori. Sampel penelitian sebanyak 100 responden ditentukan menggunakan rumus Lemeshow dengan teknik purposive sampling, yaitu konsumen Telkomsel berusia minimal 17 tahun dan telah menggunakan layanan selama sekurang-kurangnya satu tahun. Data dikumpulkan melalui kuesioner dengan skala Likert lima poin dan dianalisis menggunakan regresi linier berganda melalui SPSS. Hasil penelitian menunjukkan bahwa Advertising dan Brand Image berpengaruh positif dan signifikan terhadap Loyalitas Konsumen, sedangkan Endorsement tidak berpengaruh signifikan secara parsial. Secara simultan, ketiga variabel berpengaruh signifikan terhadap Loyalitas Konsumen dengan kontribusi sebesar 37,4%. Brand Image merupakan variabel yang paling dominan dalam memengaruhi loyalitas konsumen. Temuan ini mengindikasikan bahwa dalam industri telekomunikasi, loyalitas pelanggan lebih dipengaruhi oleh persepsi kualitas dan kekuatan citra merek dibandingkan oleh daya tarik figur endorser.
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