The impact of brand image towards customer loyalty in beverage industry : a study case at Indocafe Medan

Hutasuhut, Erly Marito (2021) The impact of brand image towards customer loyalty in beverage industry : a study case at Indocafe Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This study aims to determine the impact of brand image towards customer loyalty Indocafe instant drink coffee in the city of Medan. In its development, there are two types of coffee which often for consumption, they are powder coffee and instant coffee. Instant coffee which has the characteristic easier soluble in water without leave the powder. Emerge of instant coffee be able positive response from the society, especially for younger class and common by people who likes simple, fast, and practically on prepare. Today’s instant coffee drink with a variant that can attract consumers in all ages. Reach back the market that has declined, and to maintain the market it has gained is a challenge that Indocafe companies must face in creating consumer loyalty. This study uses data obtained from questionnaires. The result of the research at a significance level of 5% showed that: Brand image has a positive impact on customer loyalty, evidenced from t value of 9.561 with 0.000 significance value of less than 0.05 (0.000 < 0.05), and the coefficient determination has a positive value of 0.249 or 24.9%./ Penelitian ini bertujuan untuk mengetahui pengaruh citra merek terhadap loyalitas konsumen minuman kopi instant Indocafe. Dalam perkembangannya, ada dua jenis kopi yang sering di konsumsi, yaitu bubuk kopi dan instan kopi. Instan kopi yang memiliki karakteristik mudah larut dalam air tanpa meninggalkan ampas. Munculnya kopi instan mendapat respon yang positif dari masyarakat,terutama kelas muda dan umum oleh orang-orang yang suka sederhana, cepat dan praktis dalam persiapan. Saat ini minuman kopi instan dengan berbagai varian yang dapat menarik konsumen di berbagai kalangan usia. Meraih Kembali pasar yang telah menurun, dan untuk mempertahankan pasar yang telah diperolehnya adalah tantangan yang harus dihadapi perusahaan Indocafe dalam menciptakan loyalitas konsumen. Penelitian ini menggunakan data yang diperoleh dari kuesioner. Hasil penelitian pada taraf signifikansi 5%, menunjukkan bahwa : Citra merek berpengaruh positif terhadap loyalitas konsumen, dibuktikan dari nilai t hitung sebesar 9.561 dengan signifikansi sebesar 0.000 lebih kecil dari 0.05 (0.000<0.05), dan koefisien determinasi sebesar 0.249 atau 24.9%.

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