ISSN 2394-5125
 

Research Article 


SALES PROMOTION AND BRAND LOYALTY THROUGH MOBILE APPLICATION LINE OFFICIAL ACCOUNT

Sari Ramadanty, Riana Widayanti.

Abstract
Given the rapid technological advances, company are competing to take advantage of social media and mobile application as one of the marketing communication strategies. One of the popular mobile applications and has been widely used as a promotions tool is LINE. Sales promotion through LINE Official Account applications into one of the supporters of influence and build brand loyalty of customer. This phenomenon is also used by Starbucks Indonesia company in promoting the product. Therefore, the purpose of this research is to examine the effect of sales promotion through LINE Official Account on Customer brand loyalty Starbucks Indonesia at University Outlets. This research used an online questionnaire to collect data from 183 respondents from Starbucks Indonesia customer at three outletss university located in Jakarta: Pelita Harapan University outlets, Tarumanagara University outlets and Bina Nusantara University outlets. Sampling technique used purposive sampling of customers who had regular purchasing and followers of Starbucks Indonesia LINE Official Account. The research result shows that there is high positive relationship between sales promotion and brand loyalty through LINE Official Account. And, adoption of sales promotion strategies significantly has an impact on brand loyalty through LINE Official Account, especially with "Coupon" promotions. More importantly, it was discovered that based on the level of brand loyalty by Aaker, Customer Starbucks Indonesia is on "Satisfied Buyers" level.

Key words: Mobile Application, Sales Promotion, Brand Loyalty, Satisfied Buyer


 
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Pubmed Style

Sari Ramadanty, Riana Widayanti. SALES PROMOTION AND BRAND LOYALTY THROUGH MOBILE APPLICATION LINE OFFICIAL ACCOUNT. JCR. 2020; 7(17): 1720-1727. doi:10.31838/jcr.07.17.220


Web Style

Sari Ramadanty, Riana Widayanti. SALES PROMOTION AND BRAND LOYALTY THROUGH MOBILE APPLICATION LINE OFFICIAL ACCOUNT. http://www.jcreview.com/?mno=39510 [Access: May 30, 2021]. doi:10.31838/jcr.07.17.220


AMA (American Medical Association) Style

Sari Ramadanty, Riana Widayanti. SALES PROMOTION AND BRAND LOYALTY THROUGH MOBILE APPLICATION LINE OFFICIAL ACCOUNT. JCR. 2020; 7(17): 1720-1727. doi:10.31838/jcr.07.17.220



Vancouver/ICMJE Style

Sari Ramadanty, Riana Widayanti. SALES PROMOTION AND BRAND LOYALTY THROUGH MOBILE APPLICATION LINE OFFICIAL ACCOUNT. JCR. (2020), [cited May 30, 2021]; 7(17): 1720-1727. doi:10.31838/jcr.07.17.220



Harvard Style

Sari Ramadanty, Riana Widayanti (2020) SALES PROMOTION AND BRAND LOYALTY THROUGH MOBILE APPLICATION LINE OFFICIAL ACCOUNT. JCR, 7 (17), 1720-1727. doi:10.31838/jcr.07.17.220



Turabian Style

Sari Ramadanty, Riana Widayanti. 2020. SALES PROMOTION AND BRAND LOYALTY THROUGH MOBILE APPLICATION LINE OFFICIAL ACCOUNT. Journal of Critical Reviews, 7 (17), 1720-1727. doi:10.31838/jcr.07.17.220



Chicago Style

Sari Ramadanty, Riana Widayanti. "SALES PROMOTION AND BRAND LOYALTY THROUGH MOBILE APPLICATION LINE OFFICIAL ACCOUNT." Journal of Critical Reviews 7 (2020), 1720-1727. doi:10.31838/jcr.07.17.220



MLA (The Modern Language Association) Style

Sari Ramadanty, Riana Widayanti. "SALES PROMOTION AND BRAND LOYALTY THROUGH MOBILE APPLICATION LINE OFFICIAL ACCOUNT." Journal of Critical Reviews 7.17 (2020), 1720-1727. Print. doi:10.31838/jcr.07.17.220



APA (American Psychological Association) Style

Sari Ramadanty, Riana Widayanti (2020) SALES PROMOTION AND BRAND LOYALTY THROUGH MOBILE APPLICATION LINE OFFICIAL ACCOUNT. Journal of Critical Reviews, 7 (17), 1720-1727. doi:10.31838/jcr.07.17.220