PENGARUH CITRA MERK TERHADAP LOYALITAS PELANGGAN PRODUK SARI ROTI PADA PT NIPPON INDOSARI CORPINDO PEKANBARU

Yulia Harwina

Abstract


This study aims to determine the effect of brand image on the effect of brand image on customer loyalty of Sari Roti products at PT Nippon Indosari CorpindoPekanbaru. In this study the data were collected through a questionnaire to 71 respondents. Then performed an analysis of the data obtained in the form of quantitative analysis. The results of data processing showed that the hypothesis testing with the t test, there is a t count of 11.018 and a t table of 1.994 and this means t count 11.018> t table = 1.994 which means that brand image has a significant effect on customer loyalty of Sari Roti products at PT Nippon Indosari Corpindo Pekanbaru. The regression equation Y = a + bX is Y = 9,452 + 0.801 X, the constant (a) is 9,452, meaning that when the brand image is not taken into account or zero, then customerloyalty is still obtained at 9,452. Meanwhile, the effect of brand image on customer loyalty of Sari Roti products at PT Nippon Indosari Corpindo Pekanbaru is positive as evidenced by the results of the regression coefficient (b) of 0.801, which means that each one unit brand image improvement will increase customer loyalty by 0.801 units. The value of R Square is 0.638. This means that the contribution of the influence of thebrand image on customer loyalty of Sari Roti products at PT Nippon Indosari Corpindo Pekanbaru is 63.80%

Keywords


Brand Image, Customer Loyalty

Full Text:

PDF

References


Alma, Buchari, 2010. Manajemen Pemasaran dan Pemasaran Jasa. Cetakan keenam. Alfabeta. Bandung

Andespa, Roni, 2014, Metodologi Riset Bisnis, Yayasan Pendidikan dan

Keterampilan Al-Huda Press.

Durianto, Darmadi, 2010. Strategi Menaklukan Pasar, Jakarta : Gramedia Pustaka Utama.

Farid, Yuniar Nugroho, 2011.Pengaruh Citra Merek dan Kepuasan Pelanggan Terhadap Loyalitas Konsumen, Yogyakarta : Fakultas Pembangunan Nasional “Veteran”, Skripsi.

Fitri Miladiyati Aziz, 2010. Pengaruh Brand Image (Citra Merek) Terhadap Loyalitas Konsumen Pengguna Ponsel Merek Nokia, Malang : Universitas Negeri Malang, Skripsi.

Fuad, M, H. Christine, Nurlela, 2011. Manajemen Pemasaran di Indonesia, Pt. Erlangga. Jakarta

Griffin, Jill. 2010. Customer Loyalty, Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Erlangga, Jakarta.

Iskandar, I. 2018. Analisis Loyalitas Karyawan Pt Asuransi Bumi Putra Cabang Pekanbaru. Eko dan Bisnis: Riau Economic and Business Review, 9(3), 204-208.

Kasmir, Jakfar, 2010. Studi Kelayakan Khusus, Jakarta : Prenada Media.

Kotler, Philip, 2011.Strategic Brand Management, Building Measurement and Managing, Brand Equity, Upper Sadle River, NJ Pearson Education Internasional.PT. Gramedia Pustaka Utama.Jakarta

___________, 2012. Manajemen Pemasaran 1, Edisi Milenium, Jakarta : PT. Prenhallindo.

Kotler , Keller, 2011. Manajemen Pemasaran Edisi 13 Jilid 1, Jakarta : PT. Indeks.

Ogi, Sulistian, 2011. Pengaruh Brand Image Terhadap Loyalitas Pelanggan Rokok Gudang Garam Filter, Kuningan: Fakultas Ekonomi Universitas Kuningan.

Rangkuti, Freddy, 2004. The Power of Brand : Teknik Mengelola Brand Equity dan Strategi dan Pengembangan Merek, Jakarta : Gramedia Pustaka Utama.

Risyanti, Rita, 2013. Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Keramik Lantai Platinum Pada Toko Central Keramik Kuansing Teluk Kuantan, Skripsi STIE Riau.

Simamora, Bilson, 2011. Panduan Riset Perilaku Konsumen, Jakarta : Gramedia Pustaka Utama.

Sopiah dan Sangadji, 2013. Perilaku Konsumen.CV Andi Offset. Yogyakarta

Sudaryono, 2016. Manajemen Pemasaran : Teori dan Implementasi. CV. Andi Offset. Yogyakarta

Sugiyono ,2012 Metode Penelitian Kuantitatif dan Kualitatif dan R&D, Alfa beta Bandung.

________,2013 Metode Penelitian Kuantitatif dan Kualitatif dan R&D, Alfa beta Bandung.

Sumarni, Murni. Soeprihantono, John, 2010. Pengantar Bisnis (dasar-dasar ekonomi perusahaan). Yogyakarta :Liberty




DOI: https://doi.org/10.36975/jeb.v13i2.390

Refbacks

  • There are currently no refbacks.


Indexing By: