THE INFLUENCE OF CONTENT MARKETING, BRAND AMBASSADOR, AND BRAND IMAGE ON ULTRA MILK CUSTOMER LOYALTY

Maha Suryani Indriastuti, Dian Citaningtyas Ari Kadi

Abstract


Indonesia's food and beverage sector is highly competitive, compelling companies to consistently innovate to sustain customer loyalty. This research seeks to examine the impact of content marketing, brand ambassadors, and brand image on customer loyalty to Ultra Milk in Madiun. A quantitative method was utilized through a survey, gathering data from 385 Ultra Milk consumers in Madiun using purposive sampling. The data collected was analyzed using IBM SPSS Statistics 25, incorporating validity and reliability assessments, classical assumption evaluations, multiple linear regression analysis, and hypothesis testing. The findings reveal that customer loyalty is positively and significantly influenced by the three independent variables: content marketing, brand ambassadors, and brand image. The results highlight the critical role of digital marketing strategies within competitive market settings, emphasizing the significance of producing relevant and engaging content, selecting reputable celebrities, and establishing a robust brand image. In summary, these strategies proficiently strengthen emotional bonds with consumers, promote recurring purchases, and cultivate enduring customer loyalty.


Keywords: Customer Loyalty, Content Marketing, Brand Ambassador, Brand Image, Ultra Milk


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References


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