The Influence of Sales Information Systems and Integrated Marketing Communication (IMC) Strategies on Customer Loyalty with the Role of Brand Ambassador as a Mediating Variable at PT Arwinda Tour and Travel Sidoarjo
DOI:
https://doi.org/10.52909/jbemk.v4i2.183Keywords:
Sales Information Systems, Integrated Marketing Communication (IMC) strategies, brand ambassadors, Customer LoyaltyAbstract
The purpose of this research is to analyze the influence of sales information systems and Integrated Marketing Communication (IMC) strategies on the role of brand ambassadors; to analyze the influence of sales information systems and IMC strategies on customer loyalty; as well as to analyze the influence of sales information systems and IMC strategies on customer loyalty through the role of brand ambassadors as a mediating variable at PT Arwinda Tour and Travel in Sidoarjo from 2021 to 2023. The research approach uses quantitative methods. The type of research is causal and it also employs survey research. The sample for this study was determined using non-probability sampling techniques, specifically purposive sampling. The criteria for sample selection were customers who used PT Arwinda Tour and Travel during the period from 2021 to 2023, resulting in a sample population of 75. Data collection was conducted using a questionnaire method. Data analysis was performed using the Partial Least Squares (PLS) method with SmartPLS version 4.0 software. The results of the analysis indicate that sales information systems and IMC strategies have a positive and significant effect on the role of brand ambassadors. Furthermore, sales information systems and IMC strategies also have a positive and significant effect on customer loyalty. As for the mediating variable, sales information systems and IMC strategies have a positive and significant effect on customer loyalty through the role of brand ambassadors among consumers of PT Arwinda Tour and Travel in Sidoarjo from 2021 to 2023.
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