Artikel Ilmiah : C1B021008 a.n. HANIFAH SHOFI NURJANAH
| NIM | C1B021008 |
|---|---|
| Namamhs | HANIFAH SHOFI NURJANAH |
| Judul Artikel | PERAN EVENT MARKETING DALAM MEMBANGUN BRAND FIDELITY |
| Abstrak (Bhs. Indonesia) | Penelitian ini menganalisis peran Event Marketing dalam membangun Brand Fidelity pada konsumen Wardah. Survei dilakukan terhadap 145 konsumen yang memenuhi kriteria tertentu, dan data dianalisis menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa innovation of event dan efficiency of event berpengaruh positif terhadap Brand Love, sementara appropriateness of event tidak. Ketiga dimensi Event Marketing berdampak positif pada Brand Experience, yang kemudian meningkatkan Brand Love dan Brand Fidelity. Penelitian ini memberikan arahan bagi perusahaan untuk merancang strategi Event Marketing yang inovatif dan efisien, seperti memanfaatkan teknologi AR dan mengadakan Exclusive VIP Events, guna memperkuat loyalitas konsumen. Kata Kunci: Event Marketing, Brand Experience, Brand Love, Brand Fidelity, Wardah |
| Abtrak (Bhs. Inggris) | This study examines the role of Event Marketing in fostering Brand Fidelity among Wardah consumers. Using data collected from 145 consumers who had participated in more than two Event Marketing activities and purchased Wardah products more than twice, the analysis was conducted with SmartPLS software. The results demonstrate that the innovation of events and the efficiency of events positively influence Brand Love, while the appropriateness of events does not. Furthermore, all three dimensions of Event Marketing positively impact Brand Experience, which in turn enhances Brand Love and strengthens Brand Fidelity. The study suggests practical strategies for companies, such as utilizing AR technology, organizing Exclusive VIP Events, and optimizing consumer feedback to improve customer loyalty and emotional connection with the brand. Keywords: Event Marketing, Brand Experience, Brand Love, Brand Fidelity, Wardah |
| Kata kunci | Event Marketing, Brand Experience, Brand Love, Brand Fidelity, Wardah |
| Pembimbing 1 | Dr. Refius Pradipta S, S.E., M.Si |
| Pembimbing 2 | Monica Rosiana, S.E M.Si |
| Pembimbing 3 | |
| Tahun | 2025 |
| Jumlah Halaman | 109 |
| Tgl. Entri | 2025-01-23 13:54:44.173915 |