THE INFLUENCE OF ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS ON CONSUMER LOYALTY IN THE ERA OF DIGITALIZATION
Keywords:
Advertising, Sales Promotion, Public Relations, Consumer LoyaltyAbstract
This study aims to determine how much influence advertising, sales promotion and public relations on consumer loyalty in purchasing products at CV. Jaya Bakery in Bandar Lampung. The independent variables used in this study are Advertising (X1), Sales Promotion (X2), Public Relations (X3) as well as Consumer Loyalty as the dependent variable. This type of research explanatory research with a quantitative paradigm. The population in this study are consumers who are followers Instagram CV. Jaya Bakery, the data was obtained from a questionnaire using a scale likert which is spread through google form to instagram social media via direct message. The sample in this study amounted to 391 respondents who were taken using the technique incidental sampling. The data in this study were analyzed using multiple linear regression analysis with the SPSS 29.0 tool. The results of this study indicate that variable advertising partially no significant effect on consumer loyalty, variable sales promotion partially significant effect on consumer loyalty, variable public relations partially significant effect on consumer loyalty. While the results are simultaneously variable advertising, sales promotion and public relations significant effect on consumer loyalty with value R Square of 52.7%.
References
Afiah, L. N., & Prabowo, B. (2022). Pengaruh Iklan, Kualitas Pelayanan, dan Kepuasan Konsumen terhadap Loyalitas Pelanggan pada E-Commerce Shopee di Masa Pandemi. Reslaj: Religion Education Social Laa Roiba Journal, 5(3), 709-725.
Astuti, A. W., Sayudin, S., & Muharam, A. (2023). Perkembangan bisnis di era digital. Jurnal Multidisiplin Indonesia, 2(9), 2787-2792.
Belch, George E. and Michael A. Belch. 2018. Advertising and Promotion: An Integrated Marketing Communication Perspective, 11th ed. McGraw-Hill International Edition, New York.
Doresa, S.E dan Basuki, R.S. 2017. Pengaruh Personal Selling dan Sales Promotion Terhadap Keputusan Pembelian di Bukit Mezora Malang. Jurnal Aplikasi Bisnis. ISSN: 2470-3741
Diwati, F., & Santoso, T. I. (2016). Pengaruh Strategi Integrated Marketing Communication (IMC) terhadap Keputusan Membeli Konsumen pada Bisnis Tour & Travel di Wilayah Daerah Istimewa Yogyakarta. EBBANK, 6(2), 33-54.
Fajar, A. 2017. Implementasi Intergrated Marketing Communication pada Tokopedia dalam Mempertahankan Pelanggan. Jurnal Komunikasi, 8(3), 210–214.
Gita, N., & Guntur, P. 2021. Pengaruh Strategi Marketing Public Relations terhadap Loyalitas Pelanggan. Jurnal Riset Public Relations, 7(1), 456–464.
Harianja, A. D. H., Fauzi, I., & Aziz, A. (2021). Public Relation dan Reputasi Yang Berdampak Pada Loyalitas Konsumen Dengan Image Sebagai Variabel Mediasi. Jibaku: Jurnal Ilmiah Bisnis, Manajemen dan Akuntansi, 1(2), 74-85.
Hunt, C. Shane dan Mello, E. John. 2015. Marketing. New York. McGraw-Hill Education.
Hasan, Ali. 2014. Marketing dan Kasus-Kasus Pilihan. Jakarta: CAPS.
Irwinsyah, H., & Nurlatifah, H. (2020). Analisis Pengaruh Brand Trust, Product Factor, dan Sales Promotion Terhadap Customer Loyalty Melalui Purchase Decision di Matahari Departement Store. Jurnal Al Azhar Indonesia Seri Ilmu Sosial, 1(1), 19-28.
Kotler, Philip dan Armstrong, Gray. 2014. Principles of Marketing. Pearson Education Limited.
Latif, A., Rizki, A. S. A., Fananta, A. M., Kausar, M. K. M., & Nurdin, N. (2022). Pengembangan Keahlian Digital Marketing Sebagai Upaya Dalam Penerapan Personal Branding pada Era Digital. HUMANIS (Humanities, Management and Science Proceedings), 2(2).
Mardiatmoko, G. 2020. Pentingnya Uji Asumsi Klasik Pada Analisis Regresi Linier Berganda. Barekeng: Jurnal Ilmu Matematika Dan Terapan, 14(3), 333–342.
Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Carvajal-Trujillo, E. 2022. The customer retail app experience: Implications for customer loyalty. Journal of Retailing and Consumer Services, 65.
Mujianto, Haryadi. 2014. Pengaruh Strategi Publik Relation Terhadap Citra Perusahaan. Jurnal Komunikasi Hasil Pemikiran dan Penelitian. Vol. 4. No 1. P-ISSN 2461-0836. Hal 88-96. ISSN 2338-9605.
Mashuri. 2020. Analisis Dimensi Loyalitas Pelanggan Berdasarkan Perspektif Islam. Jurnal Ilmiah Ekonomi Kita, Vol. 9. No 1. Hal 54-64.
Nasution, A. E., Putri, L. P., & Astuti, R. A. (2022). Pemasaran Digital Terintegrasi Terhadap Loyalitas Pelanggan. Jurnal Ilmiah Manajemen dan Bisnis, 23(2), 162-176.
Natalia, Priccila dan Mulyana, Mumuh. 2014. Pengaruh Periklanan dan Promosi Penjualan Terhadap Keputusan Pembelian. Jurnal Ilmiah Manajemen Kesatuan (JIMKES). Vol. 2. No 2. ISSN 2337-7860.
Nikijuluw, G. M. E., Rorong, A. J., & Londa, V. (2020). Perilaku Masyarakat Di Era Digital (Studi Di Desa Watutumou Iii Kecamata Kalawat Kabupaten Minahasa Utara). Jurnal Administrasi Publik, 6(92).
Putri, B. A., & Hidayati, T. (2018). Pengaruh Persepsi Public Relation, Kepercayaan dan Citra Merek terhadap Loyalitas Pelanggan. Jurnal Dinamika Manajemen dan Bisnis, 1(2).
Radjapati, Tifanny. Tumbuan, Willen. dan Soepono, Djurwati. 2018. Pengaruh Periklanan Promosi Penjualan dan Personal Selling Terhadap Keputusan Pembelian Kartu Telkomsel di Tobelo. Jurnal EMBA. Vol. 6. No 4. Hal 2428-2437.
Rahayu, P. (2019). Pengaruh era digital terhadap perkembangan bahasa anak. Al-Fathin: Jurnal Bahasa Dan Sastra Arab, 2(01), 47-59.
Sukarnoto, T., Nurjati, N., & Rani, V. (2021). Era Digitalisasi Media Pemasaran Online Pengembangan Usaha Mikro Kecil. Etos: Jurnal Pengabdian Masyarakat, 3(1), 1-13.
Samosir, B. 2020. Pengaruh Personal Selling, Advertising, dan Sales Promotion Terhadap Loyalitas Pelanggan Pada PT. Interbat (Farmasi) Mampang Prapatan Jakarta. 1(1), 279–285.
Santoso, P. Y. 2018. Transformasi Integrated Marketing Communication. Jurnal Pustaka Komunikasi. Vol. 1. Hal 313–326.
Sofiati, I., Qomariah, N., & Hermawan, H. (2018). Dampak kualitas pelayanan terhadap loyalitas konsumen. Jurnal Sains Manajemen Dan Bisnis Indonesia, 8(2).
Sulandjari, R., & Ferdiansyah, A. (2020). Pengaruh Promosi Terhadap Loyalitas Pelanggan di Online Shop Brilink_Khumaira. Jurnal Egaliter, 4(7).
Tjiptono, Fandy dan Chandra, Gregorius. 2017. Pemasaran Strategik Edisi 3. Yogyakarta. ANDI.
Untari, D., & Fajariana, D. E. (2018). Strategi Pemasaran Melalui Media Sosial Instagram (Studi Deskriptif Pada Akun@ Subur_Batik). Widya Cipta: Jurnal Sekretari Dan Manajemen, 2(2), 271-278.
Zis, S. F., Effendi, N., & Roem, E. R. (2021). Perubahan perilaku komunikasi generasi milenial dan generasi z di era digital. Satwika: Kajian Ilmu Budaya Dan Perubahan Sosial, 5(1), 69-87.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Jurnal Administrasi Bisnis
This work is licensed under a Creative Commons Attribution 4.0 International License.
The submitted article has never been previously publish in scientific journals, proceedings, or other electronic journals. The copyright of the accepted articles are belongs to Jurnal Administrasi Bisnis (JAB).
