PENGARUH KONTEN KLARIFIKASI ESQA COSMETICS TERHADAP BRAND LOYALTY (SURVEI PADA FOLLOWERS @ESQACOSMETICS PASCA ISU PRO-ISRAEL)

Rury Rahayu Maharanie, . (2025) PENGARUH KONTEN KLARIFIKASI ESQA COSMETICS TERHADAP BRAND LOYALTY (SURVEI PADA FOLLOWERS @ESQACOSMETICS PASCA ISU PRO-ISRAEL). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The escalating conflict between Israel and Palestine is no longer considered a war but a genocide because it has ignored the humanitarian aspect. Genocide against the Palestinian people encourages people to the Boycott, Divert and Sanctions (BDS) movement. The Boycott, Divert and Sanctions (BDS) movement as an effort to stop genocide is still being voiced today. Esqa is one of the local Indonesian products that is threatened with boycott because it is suspected of being pro-Israel. To deal with the issue and maintain brand loyalty, Esqa Cosmetics uploads clarifying content. This study aims to determine the magnitude of the effect of Esqa Cosmetics' clarifying content that is suspected of being pro-Israel on brand loyalty among @esqacosmetics followers. This research uses Cognitive Responsse Theory. The research method used in this research is explanatory quantitative. Primary data was collected through distributing questionnaires to 100 responsdents who are followers of the @esqacosmetics Instagram account. This sample size was determined using the Taro Yamane formula. The results of the coefficient of determination test show that the effect of Esqa Cosmetics clarification content on brand loyalty is 71.3%, while 28.7% is influenced by other factors outside the scope of this study. Based on the hypothesis test, it is known that H1 is accepted, namely that there is an influence between the clarifying content of Esqa Cosmetics on the brand loyalty of @esqacosmetics account followers.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411127] [Pembimbing: Lusia Handayani] [Penguji 1: Siti Maryam] [Penguji 2: Hermina Manihuruk]
Uncontrolled Keywords: Brand loyalty, Clarification Content, Instagram, Pro Israel Issues, Social Media.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HT Communities. Classes. Races
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: RURY RAHAYU MAHARANIE
Date Deposited: 06 Aug 2025 01:53
Last Modified: 06 Aug 2025 01:53
URI: http://repository.upnvj.ac.id/id/eprint/38844

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