Brand Loyalty : Peran Amplified Viral Marketing dan Price Discount (Konsumen Rabbani Mall Online bandung)
DOI:
https://doi.org/10.51977/gvntbr61Keywords:
amplified viral marketing, price discount, brand loyaltyAbstract
Brand Loyalty is a strong commitment to buy back or continue to use a product or service you prefer consistently in the future. This research was conducted to find out the impact of Amplified Viral Marketing and Price Discount on Brand Loyalty with Rabbani Mall Online Consumer Case Study Kota Bandung. This research is descriptive and verification research using a quantitative approach. A tool for data processing using SPSS version 26. The analytical method used is double regression analysis. The results of the research show that partially Amplified viral marketing has a positive and significant influence on brand loyalty, price discount has a negative and significant effect on brand loyalties. Simultaneously, amplified Viral marketing and price discounts together have a significant and positive impact on the brand loyality on consumers Rabbani Mall Online Kota Bandung.
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Utami, R. E., Welsa, H., Tria, L., & Hutami, H. (2024). The Influence of Viral Marketing and Digital Marketing on Consumer Loyalty With The Decision to Purchase Skintific Products as an Intervening Variable. International Conference on Humanity Education and Society, 3.
Verhoef, P. C., Kannis, P., Van den Poel, D., & Battaglia, G. (2020). Customer experience management in a digital world: A research agenda. Journal of Service Research, 23(4), 881–906.
Widyastuti, R., Anggraini, D., & Sari, D. A. (2019). he Moderating Role of Brand Loyalty in the Effect of Amplified Viral Marketing and Price Discount on Customer Purchase Behavior in the Food and Beverage Industry. Administrasi Bisnis Universitas Muhammadiyah Malang
Bil, Y. (2020). Analisis Faktor Trust dan Price Discount bagi Pengguna Traveloka Dampaknya Terhadap Kepuasan Konsumen dan Loyalitas Konsumen. Jurnal Syntax Transformation, 1(10), 79–83.
Damayanti, A., Arifin, R., & Rahmawati. (2023). Vol. 12. No. 01 ISSN?: 2302-7061. Riset, Jurnal Prodi, Manajemen Fakultas, Manajemen Unisma, Bisnis, 12(01), 510–518.
Haryanto, A. T., & Wulandari, F. (2022). ProBank?: Jurnal Ekonomi Dan Perbankan ISSN?: 2579-5597 ( online ) ISSN?: 2252-7885 ( cetak ) Brand Affect Strategy On Brand Loyalty Affected By Social Media Marketing And Trust At Bank BNI Syariah Surakarta Branch Strategi Brand Affect Terhadap Brand Loy. 7(1), 35–44.
Hasibuan, F., & Dirbawanto, N. D. (2024). Pengaruh Perceived Quality Dan Price Discount Terhadap Loyalitas Pelanggan Pada Aplikasi Grabfood. Transekonomika: Akuntansi, Bisnis Dan Keuangan, 4(1), 47–56. https://doi.org/10.55047/transekonomika.v4i1.610
Karisma, N., & Hanifah, R. N. (2023). Pengaruh Viral Marketing, Celebrity Endorser, dan Brand Awerness terhadap Keputusan Pembelian Pada Geprek Bensu Karawang. J-MAS (Jurnal Manajemen Dan Sains), 8(1), 608. https://doi.org/10.33087/jmas.v8i1.830
Kotler, P., Armstrong, G., & Balasubramanian, S. (2023). Principles of Marketing. In Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management Global Edition (Vol. 15E). https://doi.org/10.1080/08911760903022556
Kotler, P., Kevin, K., & Chernev, A. (2022). Marketing Management. In Pearson.
Lee, J., Yang, K., & Chen, J. (2022). The Effect of Amplified Viral Marketing and Price Discount on Brand Loyalty in the Fast-Fashion Industry. Journal of Retailing and Consumer Services, 69.
Mukherjee, S., Das, M. K., & Chakraborty, T. K. (2023). Viral Marketing in Increasing Brand Awareness and Predicting Purchase Intention: Exploring Mediating Role of Brand Loyalty in FMCG Sector. Scholars Journal of Economics, Business and Management, 10(04), 61–77. https://doi.org/10.36347/sjebm.2023.v10i04.001
Novianti, V., & Ruslim, T. S. (2022). Pengaruh Product Quality, Monetary Promotion terhadap Brand Loyalty dengan Satisfaction dan Brand Image sebagai Mediasi. Jurnal Manajerial Dan Kewirausahaan, 4(2), 525. https://doi.org/10.24912/jmk.v4i2.18261
Pasaribu, A. F., Fadhila Rahma, T. I., & Dharma, B. (2023). Pengaruh Content Marketing , Viral Marketing Dan Influencer Terhadap Minat Beli Produk Skincare Pada Mahasiswa. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 10(2), 81–93. https://doi.org/10.36987/ecobi.v10i2.4432
Praditya, R. A., & Purwanto, A. (2024). The Role of Viral Marketing, Brand Image and Brand Awareness on Purchasing Decisions. Professional Education Studies and Operations Research An International Journal, 1(1), 11–15.
Rizqullah, I., Asiyah, S., & Rachamadi, K. R. (2023). Pengaruh Price Discount, Social Media Promotion dan Store Image Terhadap Keputusan Pembelian di Kopistudio24 ( Studi Kasus Konsumen Kopistudio24 Malang ). E – Jurnal Riset Manajemen, 12(02), 2267–2278.
Sugiyono, P. D. (2020). Metode Penelitian kuantitatif, Kualitatif dan Kombinasi (Mixed Methods) (M. Dr. Ir. Sutopo (ed.); 2020th ed.). ALFABETA, cv.
Sugiyono, P. D. (2022). Metode Penelitian Kuantitatif, Kualitatif dan R&D (Dr. Ir. sutopo (ed.)). ALFABETA, cv.
Susilawati, E., Prastiwi, E. H., & Kartika, Y. (2022). Pengaruh Persepsi Harga, Diskon, dan Customer Experience terhadap Loyalitas Pelanggan Produk Fashion Shopee. JAMIN?: Jurnal Aplikasi Manajemen Dan Inovasi Bisnis, 5(1), 1. https://doi.org/10.47201/jamin.v5i1.131
Swastha, D. H., & Sukmawati, T. (2022). Manajemen Pemasaran (2nd ed.). Lembaga Penerbit FE UI (LPFE UI). https://fia.ui.ac.id/lppia-fia-ui/
Utami, R. E., Welsa, H., Tria, L., & Hutami, H. (2024). The Influence of Viral Marketing and Digital Marketing on Consumer Loyalty With The Decision to Purchase Skintific Products as an Intervening Variable. International Conference on Humanity Education and Society, 3.
Verhoef, P. C., Kannis, P., Van den Poel, D., & Battaglia, G. (2020). Customer experience management in a digital world: A research agenda. Journal of Service Research, 23(4), 881–906.
Widyastuti, R., Anggraini, D., & Sari, D. A. (2019). he Moderating Role of Brand Loyalty in the Effect of Amplified Viral Marketing and Price Discount on Customer Purchase Behavior in the Food and Beverage Industry. Administrasi Bisnis Universitas Muhammadiyah Malang
Published
2025-09-15
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How to Cite
Brand Loyalty : Peran Amplified Viral Marketing dan Price Discount (Konsumen Rabbani Mall Online bandung). (2025). Service Management Triangle: Jurnal Manajemen Jasa, 7(1). https://doi.org/10.51977/gvntbr61
