Dewi, Ni Luh Ayu Sukma (2025) Efektifitas Influencer Marketing dan Online Customer Review di Platform Google Review terhadap Loyalitas Pelanggan di New Melati Salon Jimbaran Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study aims to analyze the partial and simultaneous effects of influencer marketing and online customer reviews on customer loyalty. The study was conducted at New Melati Salon Jimbaran Bali with a population consisting of all salon customers and a sample size of 120 respondents. The research method used was a quantitative approach, with data collection through the distribution of questionnaires. The data analysis techniques used in this study include Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, Correlation Analysis, Determination Coefficient Test (R²), as well as F Test and t Test. The results of the study indicate that, partially, influencer marketing has a positive and significant effect on customer loyalty. Similarly, the online customer review variable also has a positive and significant influence on customer loyalty. Simultaneously, both variables show a positive and significant influence on customer loyalty at New Melati Salon. These findings indicate that digital marketing strategies through collaboration with influencers and the management of online customer reviews can have a real impact on increasing customer loyalty. Therefore, the researcher suggests that New Melati Salon collaborate with influencers who are creative in delivering engaging and informative content, and actively respond to customer reviews on digital platforms. This action is expected to encourage sustained customer engagement and strengthen trust through consistent service and product quality.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Influencer Marketing, Online Customer Review, Customer Loyalty, Salon, Google Review
Subjects: Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Bisnis Digital > Skripsi
Depositing User: Ni Luh Ayu Sukma Dewi
Date Deposited: 29 Aug 2025 13:13
Last Modified: 29 Aug 2025 13:13
URI: https://repository.pnb.ac.id/id/eprint/18250

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