ANALISIS LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN PADA TEH BOTOL SOSRO DI JAKARTA
Teh Botol Sosro is a packaged tea brand that is a pioneer of packaged tea products in Indonesia. Teh Botol Sosro has dominated the market in Indonesia for a long time, but since 2018 there has been a decline in market share, as well as consumer satisfaction and loyalty based on the Top Brand Index....
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2023-12-19.
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| 520 | |a Teh Botol Sosro is a packaged tea brand that is a pioneer of packaged tea products in Indonesia. Teh Botol Sosro has dominated the market in Indonesia for a long time, but since 2018 there has been a decline in market share, as well as consumer satisfaction and loyalty based on the Top Brand Index. In fact, on the other hand, the packaged tea industry is developing positively until this year. So, this research aims to find out the influence of brand image and price on consumer loyalty through consumer satisfaction. This research used 100 samples of Teh Botol Sosro consumers using a purposive sampling method and analysis using SmartPLS 3.2.8. The results of this research found that brand image and price have a significant positive effect on consumer satisfaction with each coefficient values of 0.492 and 0.307. Brand image, price, and consumer satisfaction have a significant positive effect on consumer loyalty with each coefficient value being 0.277; 0.171; and 0.452. Then, brand image and price also have a significant positive effect on consumer loyalty through consumer satisfaction with each coefficient values of 0.222 and 0.139. The coefficient of determination (R-Square) value was also found to be 0.637, which means that consumer loyalty can be influenced by brand image, price, and consumer satisfaction by 63.7 percent and 36.3 percent by other variables outside this research. | ||
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