ILHAMI, IBNU SINA TRI (2018) PENGARUH CITRA MEREK, IKLAN DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS MEREK PRODUK INDOMIE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine and analyze the influence of Brand Image, Advertising and Consumer Satisfaction on Indomie Brand Loyalty in Indonesia. (Case study on consumer of instant noodles in sub district Ciledug, Tangerang). Sampling technique in this research is Convenience Sampling. Respondents in this study as many as 175 respondents from Indomie consumers in subdistrict Ciledug, Tangerang. The approach used in this research is Structural Equation Model (SEM) with Smart-PLS analysis tool. Result of research which have been got after doing testing of Structural Model / Hypothesis Test (Inner Model) indicate that variable of Brand Image, Advertisement and Consumer Satisfaction influence to Brand Loyalty. Brand Image Variable have positive and significant effect to Brand Loyalty with value of t-statistics 2,325> 1,96. Ad Variable have positive and significant effect to Brand Loyalty with t-statistic value 6,212> 1,96. Consumer Satisfaction Variables have positive and significant effect on Brand Loyalty with t-statistics 2,127> 1,96. Keywords: Brand Image, Advertisement, Consumer Satisfaction, Brand Loyalty, Structural Equation Model (SEM), Partial Least Square (PLS). Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Citra Merek, Iklan dan Kepuasan Konsumen terhadap Loyalitas Merek Indomie di indonesia. (Studi kasus pada konsumen mie instan di kecamatan Ciledug, Tangerang). Teknik pengambilan sampel dalam penelitian ini yaitu Convenience Sampling. Responden dalam penelitian ini sebanyak 175 responden dari konsumen Indomie di kecamatan Ciledug, Tangerang. Pendekatan yang di gunakan pada penelitian ini adalah Struktural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian yang telah didapatkan setelah melakukan pengujian Model Struktural/Uji Hipotesis (Inner Model) menunjukkan bahwa variabel Citra Merek, Iklan dan Kepuasan Konsumen berpengaruh terhadap Loyalitas Merek. Variabel Citra Merek berpengaruh positif dan signifikan terhadap Loyalitas Merek dengan nilai Nilai t-statistik 2.325> 1,96. Variabel Iklan berpengaruh positif dan signifikan terhadap Loyalitas Merek dengan nilai t-statistik 6.212> 1,96. Variabel Kepuasan Konsumen berpengaruh positif dan signifikan terhadap Loyalitas Merek dengan nilai t-statistik 2.127> 1,96. Kata kunci : Citra Merek, Iklan, Kepuasan Konsumen, Loyalitas Merek, Struktural Equation Model (SEM), Partial Least Square(PLS).
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