Chandra, Nathania Marcella (2024) PENGARUH BRAND AMBASSADOR JI CHANG WOOK, SOCIAL MEDIA MARKETING, DAN CUSTOMER EXPERIENCE TERHADAP BRAND LOYALTY PADA PENGGUNA TRAVELOKA DI DKI JAKARTA DENGAN BRAND TRUST SEBAGAI VARIABEL MEDIASI. Skripsi thesis, Universitas Tarumanagara.

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Abstract

Abstract: The airline and travel industry is growing rapidly, driven by the advancement of internet technology that penetrates into various circles. One company that takes advantage of this development is Traveloka, which is an online travel agent service of PT Trinusa Travelindo. This study aims to analyze the influence of brand ambassadors, social media marketing, and customer experience on brand loyalty of Traveloka users in DKI Jakarta, with brand trust as a mediating variable. The research approach uses a quantitative descriptive method through a survey that involves distributing questionnaires online via google form. The sample was taken using a purposive sampling method with a non-probability sampling approach, successfully collecting 246 respondents and as many as 8 respondents did not meet the criteria, resulting in 238 respondents who were analyzed with Partial Least Square (PLS) - Structural Equation Modeling (SEM) using SmartPLS 4. The results showed that brand ambassadors, customer experience, and brand trust have a positive and significant effect on brand loyalty, while social media marketing has a negative and insignificant effect on brand loyalty. Brand ambassadors and social media marketing also have a positive effect on brand trust, which in turn affects brand loyalty. This research is expected to provide insight for marketers regarding the effectiveness and design of more effective marketing strategies for the Traveloka application and all digital travel sectors in general.
Keywords: Brand Ambassador, Social Media Marketing, Customer Experience, Brand Trust, Brand Loyalty.

Abstrak: Industri penerbangan dan wisata berkembang pesat, didorong oleh kemajuan teknologi internet yang merambah ke berbagai kalangan. Salah satu perusahaan yang memanfaatkan perkembangan ini adalah Traveloka, yang merupakan jasa online travel agent PT Trinusa Travelindo. Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador, social media marketing, dan customer experience terhadap brand loyalty pengguna Traveloka di DKI Jakarta, dengan brand trust sebagai variabel mediasi. Pendekatan penelitian menggunakan metode deskriptif kuantitatif melalui survei yang melibatkan penyebaran kuesioner secara online melalui google form. Sampel diambil menggunakan metode purposive sampling dengan pendekatan non-probability sampling, berhasil mengumpulkan 246 responden dan sebanyak 8 responden tidak memenuhi kriteria, hingga menghasilkan 238 responden yang dianalisis dengan Partial Least Square (PLS) - Structural Equation Modeling (SEM) menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa brand ambassador, customer experience, dan brand trust berpengaruh positif dan signifikan terhadap brand loyalty, sementara social media marketing berpengaruh negatif dan tidak signifikan terhadap brand loyalty. Brand ambassador dan social media marketing juga berpengaruh positif terhadap brand trust, yang selanjutnya mempengaruhi brand loyalty. Penelitian ini diharapkan dapat memberi wawasan bagi para pemasar mengenai efektivitas dan rancangan strategi pemasaran yang lebih efektif untuk aplikasi Traveloka dan segala sektor perjalanan digital secara umum.
Kata Kunci: Duta Merek, Pemasaran Media Sosial, Pengalaman Pelanggan, Kepercayaan Merek, Loyalitas Merek.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 02 Jun 2025 07:26
Last Modified: 02 Jun 2025 07:26
URI: https://repotest.untar.ac.id/id/eprint/46943

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