THE INFLUENCE OF BRAND CHARACTERISTIC, COMPANY CHARACTERISTIC, AND CONSUMER BRAND CHARACTERISTIC ON BRAND LOYALTY AT BELLAGIO SHOES PRODUCT IN MANADO
ABSTRACT: Today's modern
society also influences people's behavior in purchasing patterns. Brand has
played a role in the modern lifestyle. It is an identity and differentiation of
a product that promise to consistently provide privileges, benefits, and
certain services to consumers. The research aims to examine and analyze the
influence of Brand Trust on Brand Loyalty, Case Study: Bellagio Product in
Manado. Data collected through distribution of questionnaires to 60 respondents
of Bellagio shoes consumer at Mega Mall and Manado Town Square. The analysis of
data in this research using the SPSS. Data test technique is used within the
research includes validity test and reliability test. Classical assumption test
and multiple linear regression analysis to verify and to prove the research
hypothesis. Analysis result demonstrates that Brand characteristic, Company
characteristic and Consumer characteristic altogether have a significant effect
on brand loyalty of Bellagio shoes product. Therefore Bellagio shoes store
Manado is expected to pay attention to increase more the company
characteristics since it become a dominant influence on brand loyalty and it
can be controlled directly.
Keywords: brand
characteristic, company characteristic, consumer brand characteritric, brand
loyalty
Author: Kessy F. Sengkey
Journal Code: jpmanajemengg150075
