Pengaruh Brand Community Engagement dan Brand Image Terhadap Brand Loyalty Emina Cosmetics di Lingkungan Mahasiswa Universitas Sumatera Utara
DOI:
https://doi.org/10.61492/cantaka.v2i2.235Keywords:
brand community involvement, brand image, brand loyalty, Emina Cosmetics, studentsAbstract
This research aims to analyze the influence of brand community engagement and brand image on brand loyalty to Emina Cosmetics among students at the University of North Sumatra. A quantitative approach was used with purposive sampling technique, involving respondents who meet specific criteria, such as being members of the Emina Girl Gang. Data was processed using SmartPLS 3.0 to test validity, reliability and relationships between variables. The research results show that brand community engagement has a positive and significant effect on brand loyalty with a T-statistic value of 4.536 (p < 0.05). Interaction in brand communities like Emina Girl Gang creates a strong sense of community and social identity, which drives loyalty through emotional connection. Meanwhile, brand image has a more dominant influence on brand loyalty with a T-statistic value of 5.776 (p < 0.05). A positive image of the Emina brand, such as high product quality and suitability to student lifestyles, strengthens consumer trust and loyalty. The R-square value shows that the independent variables in this study explain 53.7% of the variance in brand loyalty. Thus, marketing strategies based on strengthening brand communities and creating a positive brand image have proven effective in increasing customer loyalty, especially in the student segment.
Downloads
References
Ahn, J., & Back, K.-J. (2020). The structural effects of affective and cognitive elaboration in formation of customer–brand relationship. The Service Industries Journal, 40(3–4), 226–242. https://doi.org/10.1080/02642069.2018.1460358
Alhidayatullah, A. (2024). Customer Engagement Dalam Mobile Marketing dan Content Marketing. Jurnal Inspirasi Ilmu Manajemen, 2(2), 124-133.
Attaqi, Hafidh Rozziq and Anton Agus Setyawan. “The Influnce Of Brand Community And Community Engagement In Building Brand Trust: Empirical At Yeszy.Mfg.” Komitmen: Jurnal Ilmiah Manajemen (2023): n. pag.
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2011). Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis. Journal of Business Research, 66(1), 105- 114
Celica, T., dan Rusdi, F. (2024). Analisa Efek Brand Image dan Brand Community terhadap Customer Loyalty pada Pelanggan Skin Game. Kiwari, 3(1): 143-148.
Compas. id. (2022). 10 Brand Skincare Lokal Terlaris di Online Marketplace. Diakses pada 7 Oktober 2024, dari https://compas.co.id/article/brand-skincare-lokal-terlaris/
Darmadi, R., et al. (2021) Pengaruh Citra Merek Terhadap Loyalitas Merek Melalui Social Media Customer Engagement dan Kepuasan Pelanggan. Jurnal Ilmu Manajemen, 11(1): 11-24.
Darmadi, R., et al. (2021) Pengaruh Citra Merek Terhadap Loyalitas Merek Melalui Social Media Customer Engagement dan Kepuasan Pelanggan. Jurnal Ilmu Manajemen, 11(1): 11-24.
Diallo, M. (2020). Unpacking Brand Loyalty In Retailing: A Three-Dimensional Approach To Customer-Brand Relationships.
Diallo, M. F., Moulins, J.-L., & Roux, E. (2020). Unpacking brand loyalty in retailing: a three- dimensional approach to customer–brand relationships. International Journal of Retail & Distribution Management, 49(2), 204–222. https://doi.org/10.1108/IJRDM-03-2020-0115
Firmansyah, M. A. (2019). Pemasaran Produk dan Merek (Planning & Strategy. Surabaya: CV. Penerbit Qiara Media.
Harjadi, Dikdik et al. “Consumer identification in cigarette industry: Brand authenticity, brand identification, brand experience, brand loyalty and brand love.” Uncertain Supply Chain Management (2023): n. pag.
Irbad, Y. M., et al. (2023). Pengaruh Product Quality, Brand Image, Dan Brand Trust Terhadap Keputusan Pembelian Iphone (Studi Kasus Mahasiswa Universitas Islam Malang). e – Jurnal Riset Manajemen, 12(2): 1499-1503.
Irfan Hajjid, H. S. (2022). Empirical Testing of Emotional Brand Attachment and Brand Love mediation between Brand Satisfaction and Brand Loyalty. International Journal of Digital Entrepreneurship and Business, 03.
John Willey & Sons.
Joshi, M., et al. (2022). The Impact of Social Media on Skin Care: A Narrative Review. Lviv Clinical Bulletin, 1(37) - 2(38): 85-96.
Kemenperin. (2024). Kemenperin Pacu IKM Kosmetik Maksimalkan Pasar yang Ekspansif. Diakses pada 7 Oktober 2024, dari https://ikm.kemenperin.go.id/kemenperin-pacu-km- kosmetik-maksimalkan-pasar-yang-ekspansif
Kotler, P., Kartajaya, H., dan Setiawan, I. (2021). Marketing 5.0: Technology for Humanity.
Kusumah, E. P. (2023). Metode Penelitian Bisnis: Analisa Data Melalui SPSS dan Smart-PLS. Sleman: Deepublish Publisher.
Ledikwe, A., Roberts-Lombard, M., & Klopper, H. B. (2019). The perceived influence of relationship quality on brand loyalty. African Journal of Economic and Management Studies, 10(1), 85–101. https://doi.org/10.1108/AJEMS-04-2018-0113
Maulyan, F. F., et al. (2022). Pengaruh Service Excellent Terhadap Citra Perusahaan Dan Loyalitas Pelanggan: Theoretical Review. Jurnal Sains Manajemen, 4(1): 8-17.
Megantara, R. D. A., dan Suyanto, AMA. (2023). Analisis Pengaruh Brand Awareness, Brand Image dan Brand Trust Terhadap Brand Loyalty (Studi Kasus Pada Produk iPhone di Kota-kota Besar di Indonesia). e-Proceeding of Management, 16(5): 3393-3402.
Meliantari, D. (2023). Produk dan Merek (Suatu Pengantar). Purbalingga: Eureka Media Aksara
Nugraha. (2021). Teori Perilaku Konsumen. (A. Jibril, Ed.) PT. Nasya Expanding Management.
Prawira, P. Y. (2021). Pengaruh Brand Image, Brand Satisfaction, dan Brand Trust Terhadap Brand Loyalty Pelanggan Sepatu Merek Nike. E-Jurnal Manajemen Universitas Udayana.
Priadana, H. M. S., dan Sunarsi, D. (2021). Metode Penelitian Kuantitatif. Tangerang: Pascal Books.
Putri, H. C., et al. (2024). ANALISIS PENGARUH BRAND COMMUNITY DAN BRAND IMAGE TERHADAP BRAND LOYALTY (STUDI KASUS PADA RUBI COMMUNITY AVOSKIN DI KOTA BANDUNG). Jurnal Ekonomi Efektif, 6(2): 347-357.
Siregar, N. (2023). Perilaku Konsumen Offline dan Online. PT. Dewangga Energi Internasional.
Siregar, O. M., & Nasution, M. D. T. P. (2023). Revolutionizing Marketing: Strategi Inovatif Bisnis Modern. CV. Mitra Cendekia Media.
Sitorus, S. A., et al. (2022). Brand Marketing: The Art of Branding. Bandung: Penerbit Media Sains Indonesia
Sri Hardianti Sartika, M. (2022). Perilaku Konsumen: Implikasi di Era Digital. Bandung: Yayasan Kita Menulis.
Statista. (2024). Revenue of the cosmetics market worldwide from 2019 to 2029(in billion U.S. dollars). Diakses pada 7 Oktober 2024, dari https://statista.com/forecasts/1272313/worldwide-revenue-cosmetics-market-by-segment
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R &. D. Bandung: CV. Alfabeta.
Syarifudin. (2019). Citra Merek dan Dampaknya pada Loyalitas Pelanggan. Lhokseumawe: UNIMAL Press.
Taan. (2017). Perilaku Konsumen Dalam Berbelanja. Yogyakarta: Zahir Publishing.
Tasrida, K., Triono, R. A. (2016). Pengaruh brand community dan community engagement terhadap brand trust pada media sosial: studi kasus GoProID. Skripsi. Fakultas Ekonomi dan Bisnis Universitas Indonesia.
Teta Kirana Pangestika, I. K. (2021). Analisis Pengaruh Brand Image, Brand Experience, Brand Trust, dan Brand Satisfaction Terhadap Brand Loyalty Financial Technology: E- Wallet (Studi Pada Pengguna DANA di Kota Semarang). Dipenogoro Journal Of Management.
Ting, D. H., Abbasi, A. Z., & Ahmed, S. (2021). Examining the mediating role of social interactivity between customer engagement and brand loyalty. Asia Pacific Journal of Marketing and Logistics, 33(5), 1139–1158. https://doi.org/10.1108/APJML-10-2019-0576
Wicaksono, K, W. (2019). Keterlibatan Komunitas (Community Engagement) dalam Pembangunan di Tingkat Desa. Jurnal Manajemen Pelayanan Publik, Vol 3 No 1, 2019.Veriasa, T.O. (2017). Tahap Pertama : Pelibatan Komunitas ( Community Engagement ). December. https://doi.org/10.13140/RG.2.2.26328.34567
Widana, I. W. W., dan Muliani, P. L. (2020). Uji Persyaratan Analisis. Lumajang: Klik Media. Nuryadi., et al. (2017). Dasar-Dasar Statistik Penelitian. Yogyakarta: Sibuku Media.
Yani, M. I., dan Sugiyanto. (2022). Pengaruh Kualitas Layanan, Kepercayaan, Citra Merek dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Edwin Jeans Indonesia Pada E- Commerce Shopee. SINOMIKA JOURNAL, 1(3): 443-472.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Wilmer Nicholas Yabes Abi, Fannysia Theresa, Peron Lumumba Siahaan, Muhammad Aulia Rifki, Willem Gea
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
