Analisis Faktor-Faktor yang Mempengaruhi Loyalitas Konsumen Terhadap Merek Coca-cola (Studi pada Restoran Sop Saudara Medan)

Abstract

This study aims to determine the factors that influence consumer loyalty to the brand coca - cola at Soup Brothers Restaurant Medan . Where consumer loyalty is a manifestation and continuation of customer satisfaction in using the facilities and services provided by the company . Loyalty is bbukti consumers who always want to be the consumer , who has the strength and positive attitude over the company . While the brand is a name , term , symbol , or design , or a combination of these things are intended to identify the goods or services of one person or group of sellers to distinguish it from competitors . The method used in this study is associative research with quantitative approach , the research seeks to examine how a variable has associated with other variables . The data used in this study is primary data and secondary data , where the primary data used observation , questionnaires , interviews , and secondary data using library research and study documentation . The population numbered 348 people , which would be a sample of 78 respondents using simple random sampling technique . The variables used in this study , namely Consumer Loyalty ( X ) , and Brand ( Y ) . The indicators of each of the variables: 1. Consumer loyalty , the indicator namely product quality , service quality , Emotional , and price . Meanwhile , 2 . Brand , its indicators are: Fidelity Focus Consumer , Investment Opportunities , and strategic thing for the owner . The results of questionnaires to 78 respondents for the indicator X - 1 ( product quality ) has the highest percentage yield of 47.4 % on the question of " Coca - Cola has a long lasting product of its production period " while its lowest percentage of 0% . In X - 2 indicators ( quality of service ) has the highest percentage of 52.6 % on the question " Coca - Cola is a beverage that is able to keep up the expectations that consumers want " and the lowest percentage of 0 % . For the indicator X - 3 ( emotional ) the highest percentage of 28.2 % and the lowest of 8.9 % on the question "Do you feel very confident Saudarasudah Soup Restaurant that coca- cola is a drink product that is often in the message consumers " . In the indicator X - 4 ( price ) the highest percentage of 51.3 % on the " Coca - Cola always put sealing products to ensure authenticity doubts loyal consumers on the product coca - cola " and the lowest percentage of 0 % . In Y - 1 indicator ( focus customer loyalty ) has the highest percentage of 39.74 % on the " coca-cola brands have a health department permit to attract customer loyalty" And the lowest percentage of 3.84 % . For Y - 2 indicators ( investment opportunities ) the highest percentage of 41.02 % on the " coca- cola brands were able to seize investment opportunities beverage products " and the lowest percentage is worth 5.12 % . At Y - 3 indicators ( strategic case for brand owners ) the highest percentage of 43.58 % on the " Coca - Cola is the brand of a company that is able to communicate directly with consumers " and the lowest percentage of 10.25 % valued . The results of this study indicate that the relationship of consumer loyalty to the brand is the direction in which it appears that tilapia r with probability Sig . 2 - tailed 0.004 < 0.005 thus Ho is rejected . As for the simple linear regression equation regression model can be found her ie, Y = 17.319 + 0.016 X. On hypothesis testing in a partial test of significance shows that the t-test < 0.05 significance level conclusion is rejected Ho , Analysis of Factors Affecting Consumers Against Brand Loyalty is significant . While the coefficient of determination hypothesis are the results of data processing that the coefficient of determination R -square value of 0.000 . And it can be concluded that the variation in the value of the brand is determined by the role of variation in consumer loyalty .