Date: 26-05-2019 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

PENGARUH BRAND EXTENTION TERHADAP LOYALITAS KONSUMEN

Detail
Author Yessy Christina Suwartono
Category Manajemen Pemasaran

Abstract

The purpose of this study is to know the concept of brand, reputation, perceived quality and innovation both simultaneously and partially. The variables of this research are brand concept (X?), reputation (X?), perceived quality (X?), innovation (X?) to consumer loyalty (Y). The sample in this study was Wardah's store WW Pandaan's customer, 32 people. The analytical tool used was multiple linear regression with significant F and t tests. From the partial analysis results, it was concluded that: (1) Brand concept had a significant influence on Wardah's consumer loyalty , if the brand concept increase will be followed by Wardah's increase in consumer loyalty, thus H? is accepted, (2) Reputation has a significant influence on Wardah's consumer loyalty, in the event of a reputation increase it will be followed by Wardah's increase in consumer loyalty, thus H? is accepted, (3) Perception quality has a significant influence on Wardah's consumer loyalty, if the perceived quality increases it will be followed by an increase in Wardah consumer loyalty, thus H? is accepted, (4) Innovation has a significant effect on Wardah's consumer loyalty, if there is a rise in innovation, it will be followed by an increase in Wardah consumer loyalty, thus H? is accepted, (5) From the analysis partially concluded that the concept of brand, reputation, perception of quality and innovation, simultaneous attention to Wardah's consumer loyalty thus H? is accepted. (6) The amount of the contribution of proof of brand concept. reputation, quality perception, innovation towards Wardah's consumer loyalty is 88.4% and 11.6% affected by independent variables.