PENGARUH BRAND CHARACTERISTIC, COMPANY CHARACTERISTIC, DAN CONSUMER-BRAND CHARACTERISTIC TERHADAP BRAND LOYALITY PADA KONSUMEN PELEMBAB WAJAH PRODUK POND’S DI KOTA PONTIANAK

SRI NUR ADHA SARY B11109039

Abstract


This research was conducted in facial whitening products brand "Ponds" in Pontianak city. This research aims to analyze and provide empirical evidence on whether Brand Characteristic, Company Charcteristi and Consumer-Brand Characteristic influence on Brand Loyalty.

The sample of this research is the user facial whitening brand "Ponds" in Pontianak city almost 100 people using the Purposive Sampling technique.

Data analysis methods used are quantitative analysis, reliability and validity using, the classical assumption, hypothesis testing, determinas coefficient and multiple linear regression analysis.

The results showed that the brand characteristic, company characteristic and consumer-brand characteristic positive effect on brand loyalty. In the study of each independent variable,  the brand characteristic  gives the greatest influence brand loyalty  of whitening face products "Ponds" in Pontianak city.

Keywords: Brand Characteristic, Company Characteristic, Consumer-Brand Characteristic  and Brand L loyalty.


Refbacks

  • There are currently no refbacks.