Update Artikelilmiah: 17933

DESTIANA RISKI UTAMI

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Abstrak (Bhs. Indonesia)

Penelitian ini bertujuan untuk mengetahui: (1) pengaruh citra merek terhadap loyalitas merek, (2) pengaruh kepercayaan merek terhadap loyalitas merek, (3) pengaruh pengaruh merek terhadap loyalitas merek, (4) pengaruh reputasi merek terhadap loyalitas merek, dan (5) pengaruh reputasi perusahaan terhadap loyalitas merek.
Jenis penelitian ini merupakan penelitian survei. Populasi pada penelitian ini adalah Mahasiswa Universitas Jenderal Soedirman Purwokerto konsumen susu cair dalam kemasan merek Ultra Milk. Sampel yang digunakan adalah mahasiswa yang loyal mengkonsumsi susu Ultra Milk. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling dengan jumlah sampel 100 responden. Data dikumpulkan dengan kuesioner yang telah di uji validitas dan reliabilitasnya. Teknik analisis yang digunakan adalah regresi berganda.
Hasil penelitian ini menunjukkan bahwa: (1) terdapat pengaruh positif citra merek terhadap loyalitas merek, (2) terdapat pengaruh positif kepercayaan merek terhadap loyalitas merek, (3) terdapat pengaruh positif pengaruh merek terhadap loyalitas merek, (4) terdapat pengaruh positif reputasi merek terhadap loyalitas merek dan (5) terdapat pengaruh positif reputasi perusahaan terhadap loyalitas merek.

Abtrak (Bhs. Inggris)

This research aimed to know: (1) the influence of brand image toward brand loyalty, (2) the influence of brand trust toward brand loyalty, (3) the influence of brand affect toward brand loyalty, (4) the influence of brand reputation toward brand loyalty, and (5) the influence of corporate reputation toward brand loyalty.
The research was conducted based on survey. Population of the research were students of Jenderal Soedirman University in Purwokerto consumer milk brand Ultra Milk. Sample were used students who loyal drinks milk brand Ultra Milk. Purposive sampling was used as a sampling method with the total sample of 100 respondens. Data was collected through questionnaire which validity and reliability were already verified. Multiple regression was used as analysis technique
Results have shown that: (1) there was positive influence of brand image toward brand loyalty, (2) there was positive influence of brand trust toward brand loyalty, (3) there was positive influence of brand affect toward brand loyalty, (4) there was positive influence of brand reputation toward brand loyalty, and (5) there was positive influence of company reputation toward brand loyalty.

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