| dc.description.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 . | en_US |
