Pengaruh Customer Experience dan Social Media Influencer terhadap Brand Advocacy dengan Brand Image sebagai variabel mediasi (Studi pada Event Surabaya X Beauty)

Perkembangan industri kecantikan di Indonesia menunjukkan pertumbuhan yang pesat seiring meningkatnya minat masyarakat terhadap produk kecantikan dan beauty event. Salah satu event kecantikan terbesar di Surabaya adalah Surabaya X Beauty yang menghadirkan berbagai brand lokal dan internasional serta didukung oleh promosi melalui social media influencer. Penelitian ini bertujuan untuk menganalisis pengaruh customer experience dan social media influencer terhadap brand advocacy melalui brand image sebagai variabel mediasi pada event Surabaya X Beauty. Sampel penelitian berjumlah 190 responden yang pernah menghadiri event Surabaya X Beauty dan dianalisis menggunakan metode SEM-PLS melalui software SmartPLS 4. Hasil penelitian menunjukkan bahwa customer experience dan social media influencer berpengaruh positif signifikan terhadap brand advocacy dan brand image. Selain itu, brand image berpengaruh positif signifikan terhadap brand advocacy. Hasil penelitian juga menunjukkan bahwa brand image mampu memediasi secara signifikan pengaruh customer experience terhadap brand advocacy serta pengaruh social media influencer terhadap brand advocacy pada event Surabaya X Beauty.

The beauty industry in Indonesia is experiencing rapid growth as public interest in beauty products and beauty events continues to rise. One of the largest beauty events in Surabaya is Surabaya X Beauty, which features a variety of local and international brands and is supported by promotions through social media influencers. This study aims to analyze the influence of customer experience and social media influencers on brand advocacy through brand image as a mediating variable at the Surabaya X Beauty event. The research sample consisted of 190 respondents who had attended the Surabaya X Beauty event and was analyzed using the SEM-PLS method via SmartPLS 4 software. The results indicate that customer experience and social media influencers have a significant positive effect on brand advocacy and brand image. Additionally, brand image has a significant positive effect on brand advocacy. The results also indicate that brand image significantly mediates the influence of customer experience on brand advocacy as well as the influence of social media influencers on brand advocacy at the Surabaya X Beauty event.