The Influence of Brand Ambassador and Brand Trust on Consumer Loyalty of Evolene Supplements
Abiyyu Agung Harahap*
Hafiza Adlina
Physical health and fitness have become a priority, with more people adopting an active lifestyle and focusing on health through exercise. This has led to increased demand for health products, including fitness supplements. Evolene, known for its innovative formulations, offers a range of products, such as whey protein, isolene, and muscle recovery supplements. This research delves into the influence of brand ambassadors and brand trust on customer loyalty, examining their impacts separately and combined. The study employs a quantitative approach with purposive sampling of 96 bodybuilders from New Spirit Gym in Medan. Primary data was gathered through surveys, while secondary data was obtained from literature review. The analysis involved validity and reliability tests, as well as classical assumption tests, multiple linear regression, partial and simultaneous tests, and utilization of SPSS software. Findings reveal that brand ambassadors (X1) have a significant influence on customer loyalty (Y) with a t-value of 2.969 and a significance level of 0.000. Similarly, brand trust (X2) positively affects customer loyalty (Y) with a t-value of 3.235 and significance level of 0.002. The adjusted R Square value indicates that brand ambassador and brand trust together explain 14% of the variation in customer loyalty.
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