Daryanani, Sabrina
(2018)
The impact of corporate brand image on customer satisfaction and customer loyalty: a case on Coca Cola.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The beverage industry is a mature sector that includes companies, which market alcoholic and nonalcoholic beverages. Consumers are provided with a wide range of options, especially when it comes to carbonated drinks. The Coca-Cola Company is the world's largest and most recognizable brand serving consumers in more than 200 countries each day. Since the competition in the market is very high, in order to retain current and attract future customers these industries should provide the best quality at an affordable price. The purpose of this research is to examine the role of Corporate Brand Image on Customer Satisfaction and Customer Loyalty directly and indirectly.
The study adopted non-probability convenience sampling technique to friends and relatives between the ages of 16-35 who consume Coca-Cola in Jakarta. The collection of data in this research is done primarily through the circulation of questionnaires online as well as secondary through the Internet. Pretest is conducted by handing out questionnaires to the first 40 respondents and the actual test of 160 respondents. The data analysis for this study will be done using the SmartPLS 3.0 program for Mac. From the 4 hypotheses that were tested, three were accepted that is Corporate Brand Image has an effect on Customer Satisfaction, Customer Satisfaction has an effect on Customer Loyalty and that there is an effect between Corporate Brand Image and Customer Loyalty through the Mediation of Customer Satisfaction. However there was one hypothesis rejected, that is Corporate Brand Image does not affect Customer Loyalty.
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