The Impact of Experiential Marketing, Brand Ambassador, and Product Quality on Scarlett Whitening Customer Loyalty

Fijri Aulia Rahma; Audita Nuvriasari

doi:10.55927/fjmr.v3i7.9643

Authors

Fijri Aulia Rahma Mercu Buana University Yogyakarta
Audita Nuvriasari Mercu Buana University Yogyakarta

DOI:

https://doi.org/10.55927/fjmr.v3i7.9643

Keywords:

Experiential Marketing, Brand Ambassador, Product Quality, Customer Loyalty

Abstract

This study examines the impact of Experiential Marketing, Brand Ambassador, and Product Quality on Customer Loyalty of Scarlett Whitening. A sample of 100 respondents was selected using purposive sampling and questionnaires. This research uses explanatory quantitative research methods. The findings of this study demonstrate that: (1) Experiential Marketing does not have a significant impact on Customer Loyalty for Scarlett Whitening, (2) Brand Ambassador has a significant and positive impact on Customer Loyalty for Scarlett Whitening, (3) Product Quality has a significant and positive impact on Customer Loyalty for Scarlett Whitening.

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