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PENGARUH KINERJA BRAND IMAGE DAN BRAND BENEFIT TERHADAP BRAND LOYALTY (Survei pada Skincare Reviewers Sariayu Martha Tilaar dan Mustika Ratu di Forum SOCO)
Industri kecantikan di Indonesia terus mengalami pertumbuhan terutama pada kategori skincare. Terdapat banyak perusahaan yang bergerak di Industri kecantikan seperti Sariayu Martha Tilaar dan Mustika Ratu. Persaingan ketat menuntut perusahaan untuk berinovasi dan memperkuat strategi pemasaran guna mempertahankan brand loyalty. Perusahaan harus menciptakan brand image yang kuat agar brand selalu diingat pelanggan dan brand benefit diperlukan untuk memberikan kekuatan pada bisnis di pasar. Brand loyalty dapat tercipta melalui brand image dan brand benefit. Penelitian ini dilakukan untuk memperoleh (1) gambaran brand image, brand benefit, dan brand loyalty (2) pengaruh brand image terhadap brand loyalty (3) pengaruh brand benefit terhadap brand loyalty dan (4) pengaruh brand image dan brand benefit terhadap brand loyalty. Jenis penelitian yang digunakan adalah deskriptif verifikatif. Metode yang digunakan simple random sampling dengan ukuran sampel sebanyak 200 responden. Teknik analasis penelitian ini adalah analisis Structur Equation Model (SEM) dengan menggunakan program AMOS 22.0 for Windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran brand image, brand benefit, dan brand loyalty berada pada kategori cukup baik. Brand image berpengaruh sangat besar terhadap brand loyalty, namun brand benefit tidak berpengaruh terhahap brand loyalty. Sementara brand image dan brand benefit memiliki pengaruh terhadap brand loyalty. The beauty industry in Indonesia continues to improve developments mainly in the skincare category. Many companies are engaged in industries such as Sariayu Martha Tilaar and Mustika Ratu. The tight competition requires companies to innovate and strengthen marketing strategies to maintain brand loyalty. Companies must create a strong brand image so customers can always remember the brand and brand benefit is needed to give strength to the business in the market. Brand loyalty can be created through brand image and brand benefits. This research was conducted to obtain (1) description of brand image, brand benefit, and brand loyalty (2) the influence of brand image on brand loyalty (3) the influence of brand benefit on brand loyalty and (4) the influence of brand image and brand benefits on brand loyalty. This type of research was descriptive verification. The method used was simple random sampling with a sample size of 200 respondents. This research analysis technique was the Structural Equation Model (SEM) used AMOS 22.0 program for Windows. The results of this study indicate that brand image, brand benefit, and brand loyalty are quite well. Brand image greatly affects brand loyalty, but brand benefit do not affect brand loyalty while brand image and brand benefit influence brand loyalty.
KODEPRODIL0251 #Pendidikan Manajemen Bisnis, Universitas Pendidikan Indonesia
PENGARUH KINERJA BRAND IMAGE DAN BRAND BENEFIT TERHADAP BRAND LOYALTY (Survei pada Skincare Reviewers Sariayu Martha Tilaar dan Mustika Ratu di Forum SOCO) (Text)
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HD28 Management. Industrial Management
L Education (General)