The Influence of Marketing Communication Through #TokopediaWIB TV Show Event on Brand Loyalty of Tokopedia (A Survey on K-Pop Fans)

DOI

10.2991/assehr.k.210805.110How to use a DOI?

Keywords

Brand Loyalty, Event, Marketing Communication

Abstract

The high competition between marketplaces certainly encourages each marketplace to keep innovating so that despite the many marketplace choices out there, people still use them loyally. One of the ways is by designing a marketing communication strategy. This study discussed one of the marketing communication forms through events, namely #TokopediaWIB TV Show which affects brand loyalty. The purpose of this study was to find out the level of brand loyalty formed within the audiences and to discover how much influence this event had on Tokopedia’s brand loyalty. The approach used in this research is a quantitative approach with a survey method. The population for this study was determined based on the market segmentation that Tokopedia is aiming for, namely K-pop fans, and the number of samples in this study was 120 respondents based on the statement of Hair et al. The sampling technique used in this study is non-probability sampling with purposive sampling. The data in this study were analyzed using descriptive analysis, normality test, simple linear regression analysis, coefficient of determination analysis, and T-test. In testing the validity of the data, this study used validity and reliability tests. Based on the results of data analysis, the audience’s assessment of this event was very good and the audience had a relatively good level of brand loyalty, namely likes the brand. This event has a significant effect on Tokopedia’s brand loyalty by 30.7% and the rest is influenced by other variables outside of this study.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Sherin Angela
AU  - Sinta Paramita
PY  - 2021
DA  - 2021/08/08
TI  - The Influence of Marketing Communication Through #TokopediaWIB TV Show Event on Brand Loyalty of Tokopedia (A Survey on K-Pop Fans)
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
PB  - Atlantis Press
SP  - 697
EP  - 704
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210805.110
DO  - 10.2991/assehr.k.210805.110
ID  - Angela2021
ER  -