Model Loyalitas Merek pada Teh Kemasan di Indonesia

Main Article Content

Wahyu Rafdinal
Yuliarni Putri
Fitria Ridhaningsih

Abstract

Ruang lingkup penelitian ini adalah pengaruh kesadaran merek, citra merek, nilai pelanggan dan kepuasan terhadap loyalitas merek. Sampel dalam penelitian ini sebanyak 200 responden. Teknik analisis data yang digunakan yaitu Structure Equation Model (SEM). Hasil penelitian menunjukan bahwa kepuasan berpengaruh signifikan terhadap loyalitas merek. Kepuasan memediasi pengaruh nilai pelanggan dan citra merek terhadap lotalitas merek. Nilai pelanggan dan citra merek berpengaruh signifikan terhadap kepuasan. Kemudian, kesadaran merek berpengaruh terhadap citra merek. Hasil penelitian ini membuktikan peran penting kepuasan dalam meningkatkan loyalitas merek. Selain itu, nilai pelanggan dan citra merek juga memberikan peran dalam meningkatkan kepuasan. Awal dari pengaruh-pengaruh tersebut adalah kesadaran merek. Hasil penelitian ini memberikan pengetahuan bahwa kepuasan, nilai pelanggan, citra merek, dan kesadaran merek merupakan factor penting dalam mempengaruhi loyalitas merek.

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How to Cite
Rafdinal, W., Putri, Y., & Ridhaningsih, F. (2021). Model Loyalitas Merek pada Teh Kemasan di Indonesia. Jurnal Riset Bisnis Dan Investasi, 6(2), 86-96. https://doi.org/10.35313/jrbi.v6i2.1923
Section
Regular Article

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