Date Log
Submitted
12 December 2018
Accepted
21 December 2018
Published
21 December 2018
Pengaruh Kesadaran Merek dan Citra Merek terhadap Loyalitas Pelanggan (Studi pada Pelanggan Teh Pucuk Harum Wilayah Surabaya Utara)
Corresponding Author(s) : Anik Lestari Andjarwati
Jurnal Minds: Manajemen Ide dan Inspirasi,
Vol. 5 No. 2 (2018): December
Abstract
The purpose of this study is to examine and analyze the effect of brand awareness and brand image to customer loyalty on customer of Teh Pucuk Harum. This research is a causality research with quantitative approach. Technique of sampling using non probability sampling with amount 220 respondents in North Surabaya. Statistical analysis in this study is multiple linier regresiom with the help of SPSS 22.0 software. The results of this study explain that brand awareness had a positive and significant effect on the customer loyalty, and brand image had a positive and significant effect on the customer loyalty.
Keywords
Kesadaran Merek
Citra Merek
Loyalitas Pelanggan
Andjarwati, A. L., & Chusniartiningsih, E. (2018). Pengaruh Kesadaran Merek dan Citra Merek terhadap Loyalitas Pelanggan (Studi pada Pelanggan Teh Pucuk Harum Wilayah Surabaya Utara). Jurnal Minds: Manajemen Ide Dan Inspirasi, 5(2), 189–202. https://doi.org/10.24252/minds.v5i2.6736
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References
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Aaker, D. A. (1991). Managing Brand Equity. New York: Free Press.
Ahmad, Z., Jun, M., Khan, I., Abdullah, M., & Gahuri, T. A. (2016). Examining Mediating Role of Customer Loyalty for Influence of Brand Related Attributes on Customer Repurchase Intention. Journal of Northeast Agricultural University (English Edition), 23(2), 89–96.
Ahmed, Z., Rizwan, M., Ahmad, M., & Haq, M. (2014). Effect of Brand Trust and Customer Satisfaction on Brand Loyalty in Bahawalpur. Journal of Sociology Research, 5(1), 306–326.
Alwi, S. F. S., Nguyen, B., Melewar, T., Loh, Y. H., & Liu, M. (2016). Explicating Industrial Brand Equity : Integrating Brand Trust, Brand Performance and Industrial Brand Image. Industrial Management & Data Systems, 116(5).
Azzura, S. N. (2017). Kuartal III 2017, industri minuman tumbuh paling tinggi. Retrieved March 22, 2018, from https://www.merdeka.com
Idris, M. (2017). Januari-Februari 2017, RI Impor Kopi dari Brasil Hingga Vietnam. Retrieved March 22, 2018, from ttps://finance.detik.com
Imeikom. (2016). Bisnis Minuman Ready to Drink: Cerah Tapi Ketat. Retrieved October 29, 2017, from http://imeikom.com
Keller, K. L. (2013). Strategic Brand Manajemen Building, Measuring, ang Managing Brand Equity. United State: Pearson Education, Inc.
Kotler, P., & Keller, K. L. (2012). Marketing Management 14th Edition. Jakarta: Erlangga.
Mathew, V., Ali, R. ofinThirunelvelikaran M., & Thomas, S. (2014). Loyalty Intentions: Does The Effect of Commitment, Credibility and Awareness Vary Across Consumers with Low and High Involvement? Journal of Indian Business Research, 6(3), 213–230.
Nguyen, T. D., Barrett, N. J., & Miller, K. E. (2011). Brand Loyalty in Emerging Markets. Marketing Intelligence & Planning, 29(3), 222–232.
Rangkuti, F. (2002). Measuring Customer Satisfaction Teknik Mengukur dan Strategi Meningkatkan Kepuasan Pelanggan dan Analisis Kasus PLN-JP. Jakarta: PT. Gramedia Pustaka Utama.
Ransulangi, G. S. T., Waney, N. F. L., & Dumai, J. N. K. (2017). Pengaruh Komponen Citra Merek (Brand Image) Terhadap Loyalitas Konsumen Produk Minuman Share Tea di Kota Manado. Agri-Sosio Ekonomi Unsrat, 13(2), 79–86.
Schiffman, L., & Kanuk, L. L. (2008). Perilaku Konsumen (tujuh). Jakarta: PT Indeks.
Subhani, M. I., & Osman, M. A. (2011). A Study on The Association Between Brand Awareness and Consumer/Brand Loyalty for The Packaged Milk Industry in Pakistan. South Asian Journal of Management Sciences, 5(1), 11–23.
Sumarwan, U. (2015). Perilaku Konsumen Teori dan Penerapannya dalam Pemasaran. Bogor: Ghalia Indonesia.
Syaefudin, A. (2017). Tertinggi, Kontribusi Industri Makanan dan Minuman Capai 34,17 Persen. Retrieved from katadata.com
Tandarto, R., & Dharmayanti, D. (2017). Pengaruh Brand Awareness Terhadap Customer Loyalty dengan Celebrity Endorsement Raline Shah Sebagai Variabel Intervening TOP WHITE COFFEE di Surabaya, 4(1).
Vanessa, G. (2007). CRM dan MPR Hotel. Bandung: Alfabeta.
Wijayanto, I., & Iriani, S. S. (2013). Pengaruh Citra Merek Terhadap Loyalitas Kosumen. Jurnal Ilmu Manajemen, 1(3), 910–918.
References
Aaker, D. A. (1991). Managing Brand Equity. New York: Free Press.
Ahmad, Z., Jun, M., Khan, I., Abdullah, M., & Gahuri, T. A. (2016). Examining Mediating Role of Customer Loyalty for Influence of Brand Related Attributes on Customer Repurchase Intention. Journal of Northeast Agricultural University (English Edition), 23(2), 89–96.
Ahmed, Z., Rizwan, M., Ahmad, M., & Haq, M. (2014). Effect of Brand Trust and Customer Satisfaction on Brand Loyalty in Bahawalpur. Journal of Sociology Research, 5(1), 306–326.
Alwi, S. F. S., Nguyen, B., Melewar, T., Loh, Y. H., & Liu, M. (2016). Explicating Industrial Brand Equity : Integrating Brand Trust, Brand Performance and Industrial Brand Image. Industrial Management & Data Systems, 116(5).
Azzura, S. N. (2017). Kuartal III 2017, industri minuman tumbuh paling tinggi. Retrieved March 22, 2018, from https://www.merdeka.com
Idris, M. (2017). Januari-Februari 2017, RI Impor Kopi dari Brasil Hingga Vietnam. Retrieved March 22, 2018, from ttps://finance.detik.com
Imeikom. (2016). Bisnis Minuman Ready to Drink: Cerah Tapi Ketat. Retrieved October 29, 2017, from http://imeikom.com
Keller, K. L. (2013). Strategic Brand Manajemen Building, Measuring, ang Managing Brand Equity. United State: Pearson Education, Inc.
Kotler, P., & Keller, K. L. (2012). Marketing Management 14th Edition. Jakarta: Erlangga.
Mathew, V., Ali, R. ofinThirunelvelikaran M., & Thomas, S. (2014). Loyalty Intentions: Does The Effect of Commitment, Credibility and Awareness Vary Across Consumers with Low and High Involvement? Journal of Indian Business Research, 6(3), 213–230.
Nguyen, T. D., Barrett, N. J., & Miller, K. E. (2011). Brand Loyalty in Emerging Markets. Marketing Intelligence & Planning, 29(3), 222–232.
Rangkuti, F. (2002). Measuring Customer Satisfaction Teknik Mengukur dan Strategi Meningkatkan Kepuasan Pelanggan dan Analisis Kasus PLN-JP. Jakarta: PT. Gramedia Pustaka Utama.
Ransulangi, G. S. T., Waney, N. F. L., & Dumai, J. N. K. (2017). Pengaruh Komponen Citra Merek (Brand Image) Terhadap Loyalitas Konsumen Produk Minuman Share Tea di Kota Manado. Agri-Sosio Ekonomi Unsrat, 13(2), 79–86.
Schiffman, L., & Kanuk, L. L. (2008). Perilaku Konsumen (tujuh). Jakarta: PT Indeks.
Subhani, M. I., & Osman, M. A. (2011). A Study on The Association Between Brand Awareness and Consumer/Brand Loyalty for The Packaged Milk Industry in Pakistan. South Asian Journal of Management Sciences, 5(1), 11–23.
Sumarwan, U. (2015). Perilaku Konsumen Teori dan Penerapannya dalam Pemasaran. Bogor: Ghalia Indonesia.
Syaefudin, A. (2017). Tertinggi, Kontribusi Industri Makanan dan Minuman Capai 34,17 Persen. Retrieved from katadata.com
Tandarto, R., & Dharmayanti, D. (2017). Pengaruh Brand Awareness Terhadap Customer Loyalty dengan Celebrity Endorsement Raline Shah Sebagai Variabel Intervening TOP WHITE COFFEE di Surabaya, 4(1).
Vanessa, G. (2007). CRM dan MPR Hotel. Bandung: Alfabeta.
Wijayanto, I., & Iriani, S. S. (2013). Pengaruh Citra Merek Terhadap Loyalitas Kosumen. Jurnal Ilmu Manajemen, 1(3), 910–918.
Ahmad, Z., Jun, M., Khan, I., Abdullah, M., & Gahuri, T. A. (2016). Examining Mediating Role of Customer Loyalty for Influence of Brand Related Attributes on Customer Repurchase Intention. Journal of Northeast Agricultural University (English Edition), 23(2), 89–96.
Ahmed, Z., Rizwan, M., Ahmad, M., & Haq, M. (2014). Effect of Brand Trust and Customer Satisfaction on Brand Loyalty in Bahawalpur. Journal of Sociology Research, 5(1), 306–326.
Alwi, S. F. S., Nguyen, B., Melewar, T., Loh, Y. H., & Liu, M. (2016). Explicating Industrial Brand Equity : Integrating Brand Trust, Brand Performance and Industrial Brand Image. Industrial Management & Data Systems, 116(5).
Azzura, S. N. (2017). Kuartal III 2017, industri minuman tumbuh paling tinggi. Retrieved March 22, 2018, from https://www.merdeka.com
Idris, M. (2017). Januari-Februari 2017, RI Impor Kopi dari Brasil Hingga Vietnam. Retrieved March 22, 2018, from ttps://finance.detik.com
Imeikom. (2016). Bisnis Minuman Ready to Drink: Cerah Tapi Ketat. Retrieved October 29, 2017, from http://imeikom.com
Keller, K. L. (2013). Strategic Brand Manajemen Building, Measuring, ang Managing Brand Equity. United State: Pearson Education, Inc.
Kotler, P., & Keller, K. L. (2012). Marketing Management 14th Edition. Jakarta: Erlangga.
Mathew, V., Ali, R. ofinThirunelvelikaran M., & Thomas, S. (2014). Loyalty Intentions: Does The Effect of Commitment, Credibility and Awareness Vary Across Consumers with Low and High Involvement? Journal of Indian Business Research, 6(3), 213–230.
Nguyen, T. D., Barrett, N. J., & Miller, K. E. (2011). Brand Loyalty in Emerging Markets. Marketing Intelligence & Planning, 29(3), 222–232.
Rangkuti, F. (2002). Measuring Customer Satisfaction Teknik Mengukur dan Strategi Meningkatkan Kepuasan Pelanggan dan Analisis Kasus PLN-JP. Jakarta: PT. Gramedia Pustaka Utama.
Ransulangi, G. S. T., Waney, N. F. L., & Dumai, J. N. K. (2017). Pengaruh Komponen Citra Merek (Brand Image) Terhadap Loyalitas Konsumen Produk Minuman Share Tea di Kota Manado. Agri-Sosio Ekonomi Unsrat, 13(2), 79–86.
Schiffman, L., & Kanuk, L. L. (2008). Perilaku Konsumen (tujuh). Jakarta: PT Indeks.
Subhani, M. I., & Osman, M. A. (2011). A Study on The Association Between Brand Awareness and Consumer/Brand Loyalty for The Packaged Milk Industry in Pakistan. South Asian Journal of Management Sciences, 5(1), 11–23.
Sumarwan, U. (2015). Perilaku Konsumen Teori dan Penerapannya dalam Pemasaran. Bogor: Ghalia Indonesia.
Syaefudin, A. (2017). Tertinggi, Kontribusi Industri Makanan dan Minuman Capai 34,17 Persen. Retrieved from katadata.com
Tandarto, R., & Dharmayanti, D. (2017). Pengaruh Brand Awareness Terhadap Customer Loyalty dengan Celebrity Endorsement Raline Shah Sebagai Variabel Intervening TOP WHITE COFFEE di Surabaya, 4(1).
Vanessa, G. (2007). CRM dan MPR Hotel. Bandung: Alfabeta.
Wijayanto, I., & Iriani, S. S. (2013). Pengaruh Citra Merek Terhadap Loyalitas Kosumen. Jurnal Ilmu Manajemen, 1(3), 910–918.