Pengaruh Brand Ambassdor, Brand Image, dan Persepsi Harga terhadap Loyalitas Konsumen Produk Glad2glow pada Tiktokshop (Survei pada Followers Tiktok Glad2glow)

Zebua, Alfina Christine (2026) Pengaruh Brand Ambassdor, Brand Image, dan Persepsi Harga terhadap Loyalitas Konsumen Produk Glad2glow pada Tiktokshop (Survei pada Followers Tiktok Glad2glow). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to identify and analyze the influence of brand ambassadors, brand image, and price perception on consumer loyalty toward Glad2glow products on the TikTok Shop platform, both individually and collectively. This study employs a quantitative method using a survey approach. Data collection was conducted by distributing a questionnaire to respondents who are TikTok followers of Glad2glow. The population for this study consists of all TikTok followers of Glad2glow, with a sample selected using purposive sampling. The data analysis techniques used include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-tests), simultaneous tests (F-tests), and coefficient of determination (R²) tests using SPSS version 26. The results of the study indicate that the variables of brand ambassador and brand image have a positive and significant effect on consumer loyalty. This is evidenced by the t-test results, where the brand ambassador variable yielded a t-value of 6.461, which is greater than the critical t-value of 1.66088, with a significance level of 0.000 < 0.05. Similarly, the brand image variable showed a t-value of 3.879 > 1.66088, with a significance level of 0.000 < 0.05. Conversely, price perception does not have a significant effect on consumer loyalty because the t-calculated value of 0.821 is less than the t-table value of 1.66088, with a significance level of 0.414 > 0.05. Simultaneously, the regression analysis results indicate that brand ambassadors, brand image, and price perception collectively have a significant effect on consumer loyalty toward Glad2glow products on the TikTok Shop platform. This is indicated by the calculated F-value of 94.645, which is greater than the critical F-value of 2.70, with a significance level of 0.000 < 0.05. Additionally, the correlation coefficient (R) of 0.864 indicates that the relationship between the three independent variables and consumer loyalty falls into the very strong category.

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