KARAKTERISTIK MEREK DAN KARAKTERISTIK PELANGGAN MEREK SERTA PENGARUHNYA TERHADAP LOYALITAS MEREK (STUDI PADA MIE SEDAAP DI KABUPATEN SEMARANG)
Abstract
Loyalitas merek memberikan kontribusi pada intensi pelanggan untuk membeli kembali merek yang sama dimasa yang akan datang dan intensi mereka untuk merekomendasikan merek tersebut pada orang lain. Terdapat tiga faktor yang mempengaruhi loyalitas merek, ketiga faktor tersebut adalah karakeristik merek, karakteristik perusahaan dan karaksteristik pelanggan- merek.
Populasi pada penelitian ini adalah konsumen yang pernah mengkonsumsi Mie Sedaap Di Kabupetan Semarang. Teknik pengambilan sampel dengan metode purposive sampling. Sampel yang diambil dalam penelitian ini sebanyak 100 responden. Analisis regresi berganda,uji F,uji t dan koefisien determinasi digunakan untuk uji hipotesis penelitian ini.
Hasil penelitian menunjukkan bahwa: (1) terdapat pengaruh positif dan signifikan terhadap karakteristik merek terhadap loyalitas merek, (2) terdapat pengaruh positif dan signifikan terhadap karakteristik pelanggan merek terhadap loyalitas merek (3)karakteristik merek, karakteristik perusahaan dan karakteristik pelanggan merek secara simultan berpengaruh terhadap loyalitas merek dan nilai Adjusted R squared dari koefisien determinasi sebesar 0,154.
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