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The Impact of Sales Information Systems and IMC Strategies on Customer Loyalty with Brand Ambassador Mediation

2022-05-16
Published
14-23
Pages
OPEN
Access
ML
Maria Maghfiroh Agustian Laili
Universitas Dr. Soetomo, Surabaya
SS
Sukesi Sukesi
Universitas Dr Soetomo, Surabaya
Abstract

Purpose: This research examines the impact of sales information systems and IMC strategies on brand ambassadors and customer loyalty, analyzing their effects directly and through the mediating role of brand ambassadors at PT Arwinda Tour and Travel in Sidoarjo from 2021 to 2023.

Research Methodology: A quantitative, causal approach was used, employing survey research. A purposive sampling technique was applied, selecting 75 customers who used PT Arwinda’s services between 2021 and 2023. Data were collected via questionnaires and analyzed using the Partial Least Squares (PLS) method with SmartPLS 4.0 software.

Results: Sales information systems and IMC strategies significantly and positively affect the role of brand ambassadors. They also positively influence customer loyalty, both directly and through the mediating role of brand ambassadors among PT Arwinda’s customers in Sidoarjo from 2021 to 2023.

Conclusions: Sales Information Systems and IMC strategies positively influence brand ambassadors and customer loyalty, with brand ambassadors playing a crucial mediating role at PT Arwinda Tour and Travel (2021–2023).

Limitations: This study is limited by the sample size of 75 customers and focuses on one company, which may not fully reflect broader industry trends.

Contributions: The study provides valuable insights into how sales information systems and IMC strategies affect customer loyalty, emphasizing the role of brand ambassadors as a mediator, and offers practical recommendations for improving customer loyalty strategies in the tourism industry.

Brand Ambassador Customer Loyalty Integrated Marketing Communication (IMC) Strategies Information System
How to Cite
Laili, M. M. A., & Sukesi, S. (2022). The Impact of Sales Information Systems and IMC Strategies on Customer Loyalty with Brand Ambassador Mediation. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 2(1), 14-23. https://doi.org/10.52909/jbemk.v4i2.183
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How to Cite

Laili, M. M. A., & Sukesi, S. (2022). The Impact of Sales Information Systems and IMC Strategies on Customer Loyalty with Brand Ambassador Mediation. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 2(1), 14-23. https://doi.org/10.52909/jbemk.v4i2.183
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