Kontribusi Brand Image, Brand Trust, Dan Customer Satisfaction Dalam Menciptakan Customer Loyalty Pada Produk Indomie Di Kabupaten Lumajang

  • Lutvianti Lutvianti STIE Widya Gama Lumajang
  • Tri Palupi Robustin STIE Widya Gama Lumajang
  • Muhamad Taufik STIE Widya Gama Lumajang

Abstract

The research aims to review the influence of, brand image brand trust, and customer satisfaction on customer loyalty to the product noodles in kabupaten lumajang both directly and simultaneous. partialThe research is. quantitative research.Population in this research is consumer products indomie in kecamatan pasrujambe kabupaten lumajang .the sample of this research is 80 people have ever consume indomie products .Technique the sample collection use non probability of sampling with the methods the sample collection purposive sampling. Methods used in this research is quantitative with using a technique regression analysis linear multiple .The results of the study is is the the brand image of to customer loyalty , is the brand trust to customer loyalty , Is the customer satisfaction to customer loyalty , and is the the brand image , brand trust , and customer satisfaction simultaneously to customer loyalty on the consumer products indomie in kecamatan pasrujambe kabupaten lumajang. The results of the coefficients determination shows that of 32.7 % customer loyalty can be explained by the independent variable namely the brand image of brand trust , and customer satisfaction while the rest those are 67,3 % customer loyalty influenced by other variables arent pursuing in this research. Limited research it is just research the brand image , brand trust and customer satisfaction as a factor that affects customer loyalty , while the other variables that can affect customer loyalty is expected to study by researchers next in the period and different places.

Published
2019-07-06