The Effect of Digital Public Relations Campaign on Customer Loyalty (Study on “Self-Love” Campaign in @Pluffyschoice Instagram)

Abstract

The emergence of perceptions in society about the ideal body shape effects most Indonesian women to not love themselves. So, Pluffy's Choice which is a women's clothing fashion brand, is interested in conducting a digital "Self-Love" campaign on their Instagram. Consumer awareness about the campaign has formed and the public's positive perception of Pluffy's Choice will result in an intention to buy the product. This study aims to determine the effect of the digital Public Relations campaign on customer loyalty. The theoretical basis in this research is the Public Relations campaign by Rosady Ruslan and customer loyalty by Giddens. This research uses quantitative approach with survey methods and data collection techniques through questionnaires that distributed online to 100 respondents. The results of the data analysis shows that the independent variable has a very strong relationship and has a significant effect on dependent variable, where the digital Public Relations Self-Love campaign has an effect of 70% on Pluffy's Choice customer loyalty, while 30% is another factor that is not examined.