Pengaruh citra merek (brand image) terhadap loyalitas konsumen bakso bakar Pak Man Kota Malang
DOI:
https://doi.org/10.21776/ub.jiip.2016.026.03.04Abstract
This 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 consumers’ loyality of “bakso bakar Pak Manâ€. It can be concluded that brand image variable which consisted of corporate image, user image and product image had a positive influence to the consumers’ loyality of Bakso Bakar Pak Man. The most influential variable to “bakso bakar Pak Manâ€consumer’s loyality was corporate image. It is recommended to “bakso bakar Pak Man†to maintain their service quality and product variant for increasing the consumer’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 loyalityDownloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).