PENGARUH CITRA MEREK (BRAND IMAGE) TERHADAP LOYALITAS KONSUMEN ROKOK GUDANG GARAM PADA KONSUMEN ROKOK DI WILAYAH PENFUI

Abstract

This research is intended to collect all relevant data and information relating to
consumer loyalty to salt cigarette brand in Penfui area. This study aims to determine the
influence of brand image (brand image) on consumer loyalty Tobacco cigarettes to
cigarette consumers in the penfui area. Consumer loyalty is an important thing for a
company to do to overcome the tight competition in the business world today. One way to
gain competitive advantage in maintaining consumer loyalty is to establish a good brand
image in the eyes of consumers
The population in this research is cigarette consumer consuming salt cigarette
warehouse in Penfui area as many as 100 people, the sample in this research using
accidental technique, where the sample is taken as 100 people. The data obtained
obtained in this study are qualitative and quantitative data, primary data and secondary
data, data collection techniques using questionnaires and observations. After the data are
collected in the validity test, reliability and simple linear regression analysis techniques.
From the result of validity test shows that the value is significantly below the
number 0.05, so it can be said all the variables and indicator items question riabel Brand
Image and Consumer Loyalty is valid. Reliability test results showed that all the variables
have a large enough Alpha coefficient, which is above 0.6 so it can be concluded that all
items measuring the variable of the questionnaire is reliable which means that the
questionnaire used in this study is a reliable questionnaire. From the results of simple
Linear regression test says Y = 4.401 + 0.297 X, Deterinasi coefficient test results (R2)
obtained R Square magnitude is 0,552 it states 55,2% Consumer loyalty can be explained
by variable quality of brand image.While the remaining 44.8% is another variable not
included in this study.
Companies must be able to maintain or even enhance the image formed for
consumers of GudangGaram Cigarette Consumers, for example by giving awareness to
the public (consumers) to love their own country's products through some marketing
programs or to find out customer expectations of PT GudangGaram products, Companies
can produce better product variants and meet those expectations. It is important to
realize that keeping customers far better and more profitable than looking for new
customers to become customers, therefore companies need to pay more attention to
service to their customers.