PENGARUH BRAND IMAGE TERHADAP LOYALITAS PELANGGAN PADA KORAN HARIAN RIAU POS
Abstract: Brand image is the
consumer perception of a brand consisting of a set of brand associations that
exist in the minds of consumers, which connects the consumer thinking toward a
brand. Perceptions formed by personal experience that consumers can become
stronger if consumers experience the positive experience of the product.
Customer loyalty is the customer who has a tendency to make repeat purchases of
the products / services of the same company, has a high consistency in the
company, and have immunity against other companies. This research was conducted
at PT. Riau Pos Intermedia located on Jl. H. R. Soebrantas Km 10.5, Panam,
Pekanbaru. Penelitian ini goal done to determine the effect of brand image on
customer loyalty in Riau Pos daily newspaper. The method used In this research
was descriptive and quantitative with SPSS program, where samples used is
customer Riau Pos daily newspaper and as an information source is the HR and
Finance Manager. To determine the sample using the formula Slovin, sampling
with purposive sampling method. The technique of collecting data through
interviews, observation, and questionnaires.
The results of data analysis includestest validity, reliability, and
simple linear regression, brand image in this research include the strength of
brand association, brand association excellence, uniqueness of brand
associations. Each one has an indicator interrelated and positive effect on
customer loyalty in Riau Pos daily newspaper. It can be concluded, the value of
t (11,420)> t table (1,989) and Sig. (0,000) <0.05. This means that the
brand image significant effect of customer loyalty.
Penulis: Fitri Anggraini,
Ruzikna
Kode Jurnal: jpadministrasinegaradd160053
