PENGARUH CITRA MEREK, IKLAN DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS MEREK PRODUK INDOMIE

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).

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 391
Call Number: SE/31/18/143
NIM: 43113010039
Uncontrolled Keywords: Citra Merek, Iklan, Kepuasan Konsumen, Loyalitas Merek, Struktural Equation Model (SEM), Partial Least Square(PLS).
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 17 Dec 2018 00:57
Last Modified: 08 Jan 2019 07:21
URI: http://repository.mercubuana.ac.id/id/eprint/46105

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