Marketing Communication Strategy: The Influence of Advertising, Endorsement, and Brand Image on Telkomsel Consumer Loyalty
DOI:
https://doi.org/10.36636/dialektika.v11i1.9375Keywords:
Advertising, Endorsement, Brand Image, Customer Loyalty, Marketing Communication StrategyAbstract
This study aims to analyze the effect of Advertising, Endorsement, and Brand Image on Telkomsel Customer Loyalty. A quantitative explanatory research design was employed. The sample consisted of 100 respondents determined using the Lemeshow formula with purposive sampling criteria, namely Telkomsel users aged at least 17 years and having used the service for a minimum of one year. Data were collected through structured questionnaires using a five-point Likert scale and analyzed using multiple linear regression with SPSS.The results indicate that Advertising and Brand Image have a positive and significant effect on Customer Loyalty, while Endorsement does not have a significant partial effect. Simultaneously, the three variables significantly influence Customer Loyalty with a contribution of 37.4%. Brand Image is identified as the most dominant variable affecting customer loyalty.These findings suggest that in the telecommunications industry, customer loyalty is more strongly influenced by brand perception and service quality image rather than celebrity endorsement appeal.
References
Affifatusholihah L., & Sari T. N., (2024) The Impact of Brand Image, Customer Experience, and Promotional Offers on Customer Loyalty in Technology Companies in Jakarta. West Science Journal Economic and Entrepreneurship, Vol. 2, No. 04, November 2024, pp. 544~555 https://doi.org/10.58812/wsjee.v2i04.1405 DOI: https://doi.org/10.58812/wsjee.v2i04.1405
Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications perspective (11th ed.). New York: McGraw-Hill. https://www.researchgate.net/publication/46966230_Advertising_and_Promotion_An_Integrated_Marketing_Communication_Perspective
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance. Journal of Marketing, 65(2), 81–93. DOI:10.1509/jmkg.65.2.81.18255 DOI: https://doi.org/10.1509/jmkg.65.2.81.18255
Duffett, R. (2015). The Influence of Social Media Advertising on Consumer Attitudes. Journal of Marketing Communications, 21(4), 1–15. DOI:10.1504/MEJM.2021.116443 DOI: https://doi.org/10.1504/MEJM.2021.116443
Erdogan, B. Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15(4), 291–314. DOI:10.1362/026725799784870379 DOI: https://doi.org/10.1362/026725799784870379
Fatima, N., Shaikh, S., & Arif, A. R. (2024). The Influence of Brand Image and Advertising on Consumer Buying Behavior: The Mediating Role of Brand Loyalty. International Journal of Contemporary Business and Economics, Vol. 02 (02) 11–20 ©TARC2024. ISSN-Print: 3005-5350, ISSN-Online: 3005-5369 DOI:10.61338/ijcbe.v2i2.48 DOI: https://doi.org/10.61338/ijcbe.v2i2.48
Fauzan, I., & Salim, A., (2024) The Influence of Celebrity Endorsement and Brand Image on Consumer Loyalty of Fashion Products in Yogyakarta. Bulletin of Innovation in Management (BIM), Volume 2, No. 2, December 2024, pp. 60-67.ISSN: 2988-5736, DOI: https://doi.org/10.59247/bim.v2i2.281
Keller, K. L. (2013). Strategic brand management (4th ed.). Pearson Education.
Ki, C. W., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as endorsers. Journal of Interactive Advertising, 20(1), 1–15. https://doi.org/10.1016/j.jretconser.2020.102133 DOI: https://doi.org/10.1016/j.jretconser.2020.102133
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust. Journal of Interactive Advertising, 19(1), 58–73. DOI:10.1080/15252019.2018.1533501 DOI: https://doi.org/10.1080/15252019.2018.1533501
Luxton, S., Reid, M., & Mavondo, F. (2017). IMC Capability and Brand Performance. Journal of Advertising, 46(1), 37–54. DOI:10.1080/00913367.2014.934938 DOI: https://doi.org/10.1080/00913367.2014.934938
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33–44. DOI: https://doi.org/10.2307/1252099
https://doi.org/10.1177/00222429990634s10
Porcu, L., del Barrio-García, S., & Kitchen, P. J. (2019). How Integrated Marketing Communications Work. Journal of Marketing Communications, 25(4), 313–332. DOI:10.15581/003.25.36183 DOI: https://doi.org/10.15581/003.25.36183
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social Media Marketing. Journal of Retailing and Consumer Services, 48, 83–91. https://doi.org/10.1016/j.jretconser.2017.11.001 DOI: https://doi.org/10.1016/j.jretconser.2017.11.001
Casaló, L.V., Flavian, C., & Sanchez, S.I, (2020) Influencers on Instagram: antecedents and consequences of opinion leadership J. Bus. Res. (2020) https://doi.org/10.1016/j.jbusres.2018.07.005 DOI: https://doi.org/10.1016/j.jbusres.2018.07.005
Tahir A. H., Adnan M., & Saeed Z., (2024) The Impact of Brand Image on Customer Satisfaction and Brand Loyalty: A Systematic Literature Review. Heliyon 50 Cell Press https://doi.org/10.1016/j.heliyon.2024.e36254 DOI: https://doi.org/10.1016/j.heliyon.2024.e36254
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Ismi Iftikad, Kirana Putri Pratama
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
