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Abstrak :
ABSTRAK
Penelitian ini bertujuan menemukan pengaruh Other Customer Effect pada Corporate Marketing dalam konteks perusahaan Apple & Telkomsel (diwakili Apple & simPati). Penelitian ini bersifat konklusif dan desktiptif dengan desain cross-sectional. Pengumpulan data dilakukan dengan convenience sampling dan menghasilkan 235 responden yang terbagi atas pengguna produk Apple & pengguna layanan simPati. Dilakukan uji validitas, reliabilitas, analisis model pengukuran, model struktural, dan analisis multisample melalui Lisrel 8.8. Hasil penelitian menemukan bahwa Other Customer Effect yang dipersepsikan konsumen secara signifikan mempengaruhi emotional attachment dan consumercompany identification yang mempengaruhi pembentukan corpowrate image, serta mempengaruhi behavioural loyalty, purchase intention, dan customer extrarole behavior.

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ABSTRACT
The purpose of this research is to find the role of Other Customer Effect in Corporate Marketing in the case of Apple dan Telkomsel (represented by Apple & simPati). This is a conclusive and descriptive study with cross sectional design. Data is generated through convenience sampling which resulted in 235 responses divided into users of Apple products and simPati cellular services. Lisrel 8.8 is used in validity & reliability testing, measurement & structural model analysis, and multisample analysis. Results show that other customer effect perceived by consumers significantly affect emotional attachment and consumer-company identification which contribute to company image generation; moreover it is also found to influence behavioural loyalty, purchase intention, and customer extrarole behavior.

Abstrak :
Media sosial telah merubah persaingan industri kecantikan dan kosmetik menjadi lebih dinamis. Dinamisnya persaingan ini menjadikan Wardahbeauty menciptakan strategy baru dalam mempertahankan dan menarik lebih banyak pengikutnya di Instagram menggunakan digital marketing. Tujuan dari penelitian ini adalah menganalisis pengaruh perceived values terhadap brand loyalty dengan brand page engagement sebagai variabel mediasi (studi pada pengikut akun instagram wardahbeauty di DKI Jakarta). Penelitian ini menggunakan pendekatan kuantitatif dan pengumpulan data yang dilakukan melalui penyebaran kuesioner secara online. Hasil penelitian menunjukan bahwa perceived values memiliki pengaruh terhadap brand loyalty, perceived value memiliki pengaruh terhadap brand page engagement, serta brand page engagement memiliki pengaruh terhadap brand loyalty. Berdasarkan hasil uji mediasi yang telah dilakukan, terdapat pengaruh perceived value terhadap brand loyalty melalui mediasi brand page engagement. Penelitian ini merekomendasikan supaya Wardahbeauty dapat meningkatkan perceived value dan brand page engagement untuk meningkatkan brand loyalty kepada perusahaan. ......Social media has changed the competition in the beauty and cosmetic industry to be more dynamic. The dynamics of this competition have made Wardahbeauty create a new strategy in maintaining and attracting more followers on Instagram using digital marketing. The purpose of this study was to analyze the effect of perceived values on brand loyalty with brand page engagement as a mediating variable (study on followers of the Wardahbeauty Instagram account in DKI Jakarta). This study uses a quantitative approach and data collection is carried out through the distribution of online questionnaires. The results show that perceived values have an influence on brand loyalty, perceived value has an influence on brand page engagement, and brand page engagement has an influence on brand loyalty. Based on the results of the mediation test that has been carried out, there is an effect of perceived value on brand loyalty through mediation of brand page engagement. This study recommends that Wardahbeauty can increase perceived value and brand page engagement to increase brand loyalty to the company.