PENGARUH IKLAN DAN PENGGUNAAN TIKTOK AFFILIATE TERHADAP LOYALITAS MEREK TUPPERWARE (Studi pada Pengguna Tupperware)

This research aims to determine the partial and simultaneous influence of advertising and the use of Tiktok affiliates on Tupperware brand loyalty. The research method used is explanatory research with a quantitative approach by collecting questionnaire data using a Likert scale. The data analysis technique used is multiple linear regression analysis. The results of the analysis in this study show that advertising and the use of TikTok affiliates have a significant partial and simultaneous effect on Tupperware brand loyalty with a positive regression coefficient for advertising and TikTok affiliates on brand loyalty. The results of the coefficient of determination show that advertising and TikTok affiliates have a contribution to brand loyalty. amounting to 51,5%.