Pengaruh Variasi Produk, Reputasi Merek dan Brand Ambassador terhadap Loyalitas Konsumen pada Produk Glad2glow di Bireuen

Abstract

This study aims to determine the influence of product variety, brand reputation, and brand ambassador on consumer loyalty to Glad2Glow products in Bireuen. The research employed a quantitative approach. The sample consisted of 100 respondents selected using purposive sampling, with the criteria of residing in Bireuen, having purchased Glad2Glow products at least twice, and being at least 15 years old. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with the assistance of SPSS 26. The partial test results show that product variety does not have a significant effect on consumer loyalty, with a t-value of 1.191 < 1.661 and a significance value of 0.237 > 0.05. Brand reputation also does not have a significant effect, with a t-value of 0.128 < 1.661 and a significance value of 0.899 > 0.05. In contrast, brand ambassador has a positive and significant effect on consumer loyalty, with a t-value of 7.244 > 1.661 and a significance value below 0.05. Simultaneously, product variety, brand reputation, and brand ambassador have a significant effect on consumer loyalty, as indicated by an F-value of 64.220 > 2.70 and a significance value of 0.000 < 0.05. The coefficient of determination (R²) is 0.667, indicating that the three independent variables explain 66.7% of the variation in consumer loyalty, while 33.3% is explained by other variables outside the model. The findings imply that Glad2Glow should prioritize the selection and management of credible, attractive, and influential brand ambassadors while continuing to improve product variety and brand reputation.