Fan Loyalty, Event Marketing dan Pengaruhnya terhadap Brand Image: (Studi pada Fans KPop)

Jasmine Alya Pramesthi; Revanza Riandra Fahrezi; Yoka Pradana

doi:10.55397/cps.v4i1.112

Authors

Jasmine Alya Pramesthi Universitas Telkom
Revanza Riandra Fahrezi Universitas Telkom
Yoka Pradana Universitas Telkom

DOI:

https://doi.org/10.55397/cps.v4i1.112

Keywords:

Fan Loyalty, Event Marketing, Brand Image, Brand Ambassador

Abstract

Di pasar KPop Indonesia, fan loyalty memainkan peran penting dalam brand ambassador, terutama di industri kecantikan, yang dicontohkan oleh EXO yang mendukung Scarlett Whitening dan Sehun dari EXO untuk Whitelab. Penelitian ini mempelajari dampak fan loyalty dan event marketing terhadap brand image, dengan menganalisis dua event tertentu: "SCARLETT X EXO Glow to You Meet & Greet" dan "Whitelab: One Memorable Day with Scientist Ganteng Oh Sehun." Tanggapan media sosial setelah acara-acara ini memicu ketertarikan, mendorong spekulasi tentang pengaruhnya terhadap brand image. Berfokus pada fandom EXO-L, penelitian ini mengumpulkan data dari 225 responden melalui kuesioner online, dengan menggunakan regresi linier berganda untuk analisis. Hasil penelitian mengungkapkan bahwa fan loyalty dan event marketing secara kolektif memiliki pengaruh yang signifikan terhadap brand image. Menariknya, responden menunjukkan sikap yang lebih positif terhadap Scarlett Whitening dibandingkan dengan Whitelab, menggarisbawahi pentingnya fan loyalty dalam memperkuat brand image melalui event marketing. Penelitian ini mengeksplorasi wawasan tentang peran idol KPop dalam branding, menekankan sinergi antara event marketing dan fan loyalty untuk komunikasi brand yang efektif.

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