HUBUNGAN BRAND IMAGE TERHADAP BRAND LOYALTY PADA KONSUMEN ROKOK SAMPOERNA A MILD

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HUBUNGAN BRAND IMAGE TERHADAP BRAND LOYALTY PADA KONSUMEN ROKOK SAMPOERNA A MILD

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Title: HUBUNGAN BRAND IMAGE TERHADAP BRAND LOYALTY PADA KONSUMEN ROKOK SAMPOERNA A MILD
Author: Karoenia, Dea
Abstract: Brand loyalty is important for an enterprise to face the competition in today’s business world. One certain way to achieve the competitive advantage in maintaining brand loyalty is to establish a fine brand image in the eyes of consumers. This research aims to determine the relationship of brand image on brand loyalty in consumer Sampoerna A Mild cigarettes. The research used is descriptive research. Data collection techniques such as field research by distributing questionnaires as many as 125 respondents. Objects in this study is Sampoerna A Mild cigarette user. Determination of the sampling technique used was non-probability sampling method (NPS) which means, sampling is done when the elements of the population is unknown or has an equal chance to be selected into the sample. F test results obtained from the calculated F value of 30.466 with a significance level of 0.00 <0.05, which indicates that Corporate image, User image, and Product image altogether have a significant relationship towards on brand loyalty. Based on the results of t-test concluded that corporate image has trade-offs and not significant. While, user image and product image has a direct and significant relationship with brand loyalty.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/2997
Date: 2014


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