PENGARUH BRAND PERSONALITY DAN BRAND LOVE TERHADAP BRAND ADVOCACY PADA REVIEWERS KOSMETIK WARDAH, EMINA DAN MAKE OVER DI FORUM FEMALE DAILY - Mella Maulani, - (2022)
Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari brand personality, brand love terhadap brand advocacy pada reviewers kosmetik Wardah, Emina dan Make Over. Penelitian ini menggunakna metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 10.434 dengan sampel berjumlah 200 responden yang merupakan reviewers kosmetik Wardah, Emina dan Make Over yang tergabung dalam forum Female Daily dengan mengunakan teknik simple random sampling. Data diolah secara statistik dengan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menemukan bahwa gambaran brand personality, brand love dan brand advocacy berada di kategori cukup baik. Brand personality dan brand love memiliki pengaruh positif dan signifikan terhadap brand advocacy. Temuan ini menujukan bahwa penerapan brand personality dan brand love yang di lakukan Wardah, Emina dan Make Over akan mendorong brand advocacy pada reviewers Wardah, Emina dan Make Over di forum Female Daily. Berdasarkan hasil penelitian peneliti merekomendasikan penggunaan teknologi terbaru dibidang kecantikan salah satunya penggunaan artificial intelegent dan melakukan innovasi produk dengan satu produk dua fungsi agar pelanggan mendapatkan manfaat lebih dari produk dan akan mudah pelanggan melakukan brand advocacy Kata Kunci : Brand Personality, Brand Love, Brand Advocacy. Mella Maulani (1806093), "The Influence of Brand Personality and Brand Love on Brand Advocacy of Wardah, Emina and Make Over Cosmetic Reviewers at Female Daily Forum". Under the guidance of Dr. Lili Adi Wibowo, S.Sos., S.Pd., M.M. and Drs. Girang Razati, M.Si This study aims to obtain an overview and influence of brand personality, brand love for brand advocacy on cosmetic reviewers Wardah, Emina and Make Over. This study uses descriptive and verification methods with a quantitative approach. The population in this study was found to be 10,434 with a sample of 200 respondents who were reviewers of Wardah, Emina and Make Over cosmetics who were members of the Female Daily forum and used a simple random sampling technique. The data were statistically processed by the method of Structural Equation Modeling (SEM). The findings in this study found that the description of brand personality, brand love and brand advocacy were in the fairly good category. Brand personality and brand love have a positive and significant influence on brand advocacy. This finding shows that the application of brand personality and brand love by Wardah, Emina and Make Over will encourage brand advocacy to reviewers Wardah, Emina and Make Over in the Female Daily forum. Based on the research recommending the use of the latest technology in the field of beauty, one of which is the use of artificial intelligence and product innovation with one product, two functions so that customers get more benefits from the product and it will be easier for customers to advocate for brands. Keywords : Brand Personality, Brand Love and Brand Advocacy