The Correlation Between Advertising Exposure, Sales Promotion and Brand Image with Consumer Loyalty in Using Telkomsel Cash (T-cash)

摘要

Business competition among cellular operators of Indonesia in these last years have caused Telkomsel, as the market leader of cellular operator brand in Indonesia, experienced a decline of market share. Telkomsel tried to overcome this by taking a strategic action for business development with presenting its new e-money service called “T-Cash”. Although the number of T-Cash consumers keeps increasing, but data from T-Cash Media Update 2016 shows that the goal for number of T-Cash consumers contribution is yet to be reached. And because of that, great actions are needed to keep the loyalty of T-Cash consumers. The purpose of this research is to know the relation between advertising exposure, sales promotion and brand image with T-Cash consumers loyalty. Population for this research is T-Cash consumers who have been exposed by advertising and promotions from T-Cash. Whereas the sample for this research is taken from 60 respondents by using purposive sampling technique. Hypothesis analysis which is conducted by using Kendall\u27s Tau-b correlation analysis shows that : First, there\u27s a positive correlation between advertising exposure with loyalty of T-Cash consumers showed by significant value of 0.02 and correlation coefficient value of 0.332. This presents a weak relation with positive value for relation direction. This tells that bigger increase of advertising exposure will cause bigger increase in T-Cash consumers loyalty and vice versa. Second, there\u27s a positive relation between advertising exposure and sales promotion with T-Cash consumers loyalty showed by significant value of 0.014 and correlation coefficient value of 0.243. This presents a weak relation with positive value for relation direction. This tells that bigger increase of sales promotion will cause bigger increase in loyalty T-Cash consumers and vice versa. Third, there\u27s a positive relation between brand image with T-Cash consumers loyalty showed by significant value of 0.007 and correlation coefficient value of 0.259. This presents a weak relation with unidirectional relation. This tells that better brand image will cause bigger increase in T-Cash consumers loyalty and vice versa. Related to these results, the writer recommends Telkomsel to offers not only persistent sales promotions, but also can be extremely creative promotions like discount vouchers for holidays, prize promotions for competitions, etc. Thus, T-Cash consumers loyalty can be increased.