PENGARUH BRAND EXPERIENCE, BRAND REPUTATION DAN BRAND TRUST TERHADAP BRAND LOYALTY PADA KATEGORI PRODUK MI INSTAN
| Main Authors: | , Firman Dwi Rachmawan, , Dr. Slamet Santosa Sarwono, MBA. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2013
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/125444/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=65613 |
Daftar Isi:
- The aim of this study is to evaluate the effect of Brand Experience, Brand Reputation and Brand Trust on Brand Loyalty in the instant noodle product category that is now filled by a variety of companies who are interest to consumers of instant noodles. Instant noodles have become one of the basic needs to Indonesian, with a very large market opportunity, instant noodle industry is growing rapidly. Various brands such as Indofood, Mie Sedaap, mie Kare , mie Selera Rakyat and mie ABC compete to attract consumers to adjust the product and even switch brands. Because the price are cheap and the product are easy to get, consumer easily replace instant noodles brand that they consumed, so this study see how Brand Experience, Brand Reputation and Brand Trust influence Brand Loyalty in instant noodles product category This study used a sample of 252 consumers of instant noodles from different age, gender and instant noodle products are consumed. Results of analysis of the data showed that all the research hypothesis can be proven. From previous research studies has proved that the Brand Experience affect Brand Loyalty in general, it turns out in the category of instant noodle products were the same thing. Consumers are looking for products that can provide a good experience when trying the product, reputation and trust in the brand is also a factor that is important when consumers finally decided to become a loyal customer to the product.