Pengaruh Brand Ambassador Dan Brand Trust terhadap Loyalitas Konsumen Suplemen Evolene (Studi pada Binaragawan di New Spirit Gym Kota Medan)

Abstract

Physical health and fitness are increasingly becoming a top priority among the public, an active lifestyle and awareness of the importance of maintaining health through exercise are driving an increasing interest in health products, including fitness supplements and nutrition. Evolene, which is known for its innovative product formulations and focus on health. The brand offers a variety of supplements, ranging from whey protein, isolene, mass to products to support fitness and muscle recovery. This study aims to determine the influence of brand ambassadors and brand trust on consumer loyalty. The influence of brand ambassadors and brand trust will be analyzed partially and simultaneously on consumer loyalty. The form of research used is quantitative with an associative approach. The population in this study was all bodybuilders at New Spirit Gym Medan City, with a sample of 96 respondents, with a sampling technique using purposive sampling. Primary data were obtained by providing questionnaires directly or indirectly and secondary data was obtained through literature studies. The analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test and determination test and processed through SPSS Software. The results of this study show that brand ambassador (X1) to consumer loyalty (Y) was obtained with a t-count value of 2,969 > 1,986 with a significance level of 0.000 < 0.05 and had a regression coefficient value of 0.329. Meanwhile, it is known that the brand trust variable (X2) towards consumer loyalty (Y) was obtained with a t-count value of 3,235 > 1,986 with a significance level of 0.002 < 0.05 and had a regression coefficient value which has a positive value of 0.282. The Adjusted R Square value or the determination coefficient value above shows that the Brand Ambassador and Brand Trust variables can explain the Consumer Loyalty variable by 14%, in influencing the purchase interest variable.