Analisis Variabel-variabel yang Mempengaruhi Pembentukan Brand Loyalty Teh Pucuk Harum (Studi pada Mahasiswa UPN Veteran Jawa Timur)

Abstract

Marketing is the spearhead in building a business so that it can be continue recognised, so as to achieve the sales target of a product. Brand loyalty is an important concept in marketing strategy. Brand loyalty can be influenced by several factors such as Brand Communication, Brand Awareness, Brand Image, and Brand Satisfaction. The aims of thus research are to determine and analyze the effect of Brand Communication, Btand Awareness, Brand Image, and Brand Satisfaction simultaneously and partiallt on the formation of Brand Loyalty for Teh Pucuk Harum products. The population in this study were college students of the National Development Unversity "Veteran" East Java who had consumed Pucuk Harum Tea. The sample in this study used 100 respondents. With purposive sampling technique. Research data collection techniques using a questionnaire. The data analysis technique uses multiple linear regression analysis. The research resulted in simultaneous and significant Brand Satisfaction, Brand Image, Brand Awareness, and Brand Communication influencing the Formation of Brand Loyalty. But partially there is no significant effect between brand communication on brand loyalty. While partially and significantly for brand satisfaction, brand image, and brand awareness have an effect on the formation of brand loyalty.