Pengaruh Strategi Media Relations Terhadap Loyalitas Pelanggan Melalui Brand Image Sebagai Variabel Interverning Pada Produk Skincare

ayu, zaharani febi (2026) Pengaruh Strategi Media Relations Terhadap Loyalitas Pelanggan Melalui Brand Image Sebagai Variabel Interverning Pada Produk Skincare. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

Penelitian ini bertujuan menganalisis pengaruh strategi media relations terhadap loyalitas pelanggan dengan brand image sebagai variabel mediasi pada produk skincare Wardah yang dipasarkan melalui e-commerce. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 85 responden dan teknik purposive sampling. Analisis data dilakukan menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa media relations berpengaruh positif dan signifikan terhadap brand image dan loyalitas pelanggan. Brand image juga berpengaruh signifikan terhadap loyalitas pelanggan serta memediasi hubungan antara media relations dan loyalitas pelanggan. Kata kunci: Media Relations, Brand Image, Loyalitas Pelanggan

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Media Relations, Brand Image, Customer Loyalty
Subjects: T Technology > TD Environmental technology. Sanitary engineering
T Technology > TJ Mechanical engineering and machinery
Divisions: Theses - S1 > Industrial Engineering Study Program
Depositing User: Users 3879 not found.
Date Deposited: 05 May 2026 03:51
Last Modified: 16 Jul 2026 05:12
URI: http://eprints.ukmc.ac.id/id/eprint/15899

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