Pengaruh Brand Community dan Brand Image terhadap Customer Engagement Emina Cosmetics (Studi pada Konsumen Emina Cosmetics di Kota Medan)

Abstract

Cosmetics are now considered a secondary need for modern society to improve appearance and self-confidence, especially for teenagers. This is supported by the increasing number of cosmetic products that compete in the market to maintain their consumers. Especially in Medan City which has the largest population in North Sumatra with 595,439 teenagers. One of the cosmetics brands that competes fiercely in the market is Emina Cosmetics from Paragon Corp, however, this brand still needs to improve its brand community and brand image to maintain its customer engagement especially in Medan City. This study aims to determine the effect of brand community and brand image on customer engagement for Emina Cosmetics consumers in Medan City. The effect of brand community and brand image will be analyzed partially and simultaneously on customer engagement. The form of research used is quantitative with an associative approach. The population in this study were consumers of Emina Cosmetics products in Medan City, with a sample of 96 respondents, with the sampling technique using purposive sampling. Primary data obtained through direct distribution of questionnaires secondary data obtained through literature studies. The data analysis method used is instrument test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of this study indicate that brand community has a positive and significant effect on customer engagement variables, the t-count value is 4.338> 1.985 with a sig value of 0.000 <0.05, and the regression coefficient value is 0.395. Brand image has a positive and significant effect on customer engagement variables, the t-count value is 3.735> 1.985 with a sig value of 0.000> 0.05 and the regression coefficient value is 0.376. In simultaneous testing, the brand community and brand image variables simultaneously influence 59.4%, while the remaining 40.5% is influenced by factors outside this research model.