PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY TEH BOTOL SOSRO - Survei Konsumen Teh Botol Sosro di Food Court ITC Cempaka Mas, Jakarta timur
Abstract: The purposes
of this research
are: 1) To
know the description
of brand image
and brand trust and the influence of them towards brand loyalty of Teh
Botol Sosro. 2) To test empirically the
influence of brand image towards brand loyalty of Teh Botol Sosro. 3) To
test empirically the
influence of brand
trust towards brand
loyalty of Teh
Botol Sosro. 4) To
test empirically the
influence of brand
image and brand
trust simultaneously towards brand loyalty of Teh Botol Sosro. The
analysis implemented in this research are descriptive and causal analysis. This
research is taken 100 consumers of Teh
Botol Sosro at the food court of ITC Cempaka Mas while data was collected by using
questionnaire and processed using SPSS 16. The result shows that partially
brand image has a positive and significant impact toward brand loyalty. Then,
partially brand trust also has
a positive and
significant impact toward
brand loyalty. Simultaneously, brand image
and brand trust
have a positive
and significant impact
toward brand loyalty. The
empirical findings indicate
that to create
and improve the
brand loyalty, Teh Botol
Sosro need to
consider brand image
and brand trust
because those factors shown to affect the level of job
satisfaction.
Penulis: Mohammad Rizan,
Basrah Saidani, Yusiyana Sari
Kode Jurnal: jpmanajemendd120523
