Pengaruh citra merek (brand image) terhadap loyalitas konsumen bakso bakar Pak Man Kota Malang
AbstractThis research was conducted in Bakso Bakar Pak Man from 7th March to 5th April 2016 through a survey method guided by a structured questionnaire. The respondents were selected using accidental sampling technique. The multiple linear regression analysis was used to analyse the data. The results showed that the characteristics of consumer were dominated by female students aged from 17-22 years old, lived in Malang and had monthly income > IDR. 2,000,000. Mostly, they got information about Bakso Bakar Pak Man from their families and friends. The brand image variables (corporate image, user image and product image) simultaneously influenced the consumersâ€™ loyality of â€œbakso bakar Pak Manâ€. It can be concluded that brand image variable which consisted of corporate image, user image and product image had aÂ positive influence to the consumersâ€™ loyality of Bakso Bakar Pak Man. The most influential variable to â€œbakso bakar Pak Manâ€consumerâ€™s loyality was corporate image. It is recommended to â€œbakso bakar Pak Manâ€ to maintain their service quality and product variant for increasing the consumerâ€™s interest and be acquainted with other media. The employee performance, product quality and facilities have to be improved in order to maintain the positive brand image of Bakso Bakar Pak Man.Â Keywords: corporate image, user image, product image, consumer loyality
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