ANALISIS PENGARUH KREATIVITAS IKLAN, KREDIBILITAS BRAND AMBASSADOR DAN E-WOM TERHADAP BRAND LOYALTY GRAB DI KOTA SEMARANG YANG DI MEDIASI OLEH KEPUASAN

Abstract

The advancement of technology nowadays has made communication alot easier. Grab is one of the mammoth online application that enables users to get any kind of service delivered easily. It provides a variety of services which contribute toward people’s interest. This achievement grows a competitive climate among similar company. In order to improve costumer loyality, Grab utilize various kind of communication strategic. The aim of this study is to determine the effect of advertising credibilty, brand ambassador credibility and electronic word of mouth (e-wom) toward Grab brand loyalty mediated by customer satisfaction. The theory used in this study is the Elaboration Likelihood Model (ELM). The analysis technique used is path analysis using Component Based SEM with SmartPLS 3.0. Sobel test is used to find out the mediation function of customer satisfaction. The results of the study stated that there was no effect of advertising creativity on satisfaction, there was an influence on the credibility of brand ambassadors and E-Wom on satisfaction and there was an effect of satisfaction on Grab on Brand Loyalty Grab. Where as the mediation function of satisfaction takes the role of full mediation in controlling the relationship between advertising creativity and brand ambassador credibility towards brand loyalty, to control the relationship between e-wom and brand loyalty satisfaction takes the role of partial mediation. The independent and mediating variables in this study had an effect of 0.625 or 62.5% on Grab brand loyalty in the city of Semarang. While around 37.5% is influenced by other variables outside this study. In order to gain a better result, Grab needs to make more effective promotional strategies to be able to compete as the first choice of online transportation on public awareness.