Analysis of Influencer Marketing Strategy and Brand Image in Forming Consumer Loyalty (in the case study of Wardah in the Bengkulu City community)
DOI:
https://doi.org/10.69747/managiere.v2i1.55Keywords:
brand image, consumer loyalty, influencer marketingAbstract
This study aims to explore the urgency of influencer marketing strategies and brand image in shaping consumer loyalty towards Wardah products among residents of Bengkulu City. The research investigates how influencer marketing strategies and brand image influence consumer loyalty towards Wardah products. This research is crucial due to the increasing phenomenon of influencer use in marketing, coupled with the proven impact of brand image on consumer behavior. The study employs a quantitative approach involving 80 respondents who have used Wardah products, with questionnaires distributed via Google Form. Both primary and secondary data are utilized. Analysis techniques include validity testing, reliability testing, and hypothesis testing using SPSS. The findings indicate that influencer marketing and brand image variables significantly and positively affect consumer loyalty. The implications of this research underscore the importance of employing effective influencer marketing strategies and cultivating a strong brand image to build and sustain consumer loyalty towards Wardah products in the Bengkulu market.
Penelitian ini dilakukan untuk mengeksplorasi urgensi strategi pemasaran influencer dan citra merek dalam membentuk loyalitas konsumen terhadap produk Wardah di kalangan penduduk Kota Bengkulu. Tujuan penelitian ini adalah untuk mengetahui bagaimana strategi pemasaran influencer dan citra merek membentuk loyalitas konsumen terhadap produk Wardah. Penelitian ini penting karena fenomena penggunaan influencer dalam pemasaran semakin meningkat, sementara pengaruh citra merek telah terbukti sebagai faktor krusial dalam mempengaruhi perilaku konsumen. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan melibatkan 80 responden yang telah menggunakan produk Wardah, dengan penyebaran kuesioner melalui Google Form. Data yang digunakan terdiri dari data primer dan sekunder. Teknik analisis meliputi uji validitas, uji reliabilitas, dan pengujian hipotesis menggunakan SPSS. Hasil penelitian menunjukkan bahwa variabel pemasaran influencer dan citra merek memiliki pengaruh positif dan signifikan terhadap variabel loyalitas konsumen. Implikasi dari penelitian ini adalah pentingnya penggunaan strategi pemasaran influencer yang efektif dan pembinaan citra merek yang kuat untuk membangun dan mempertahankan loyalitas konsumen terhadap produk Wardah di pasar Bengkulu.
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