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The Brand Loyalty Determining Factors: The Role of Self-Brand Connection, Brand Love, Brand Trust, and Brand Image

Anandya, Budi and Oktavia, Ni Made Laksmi (2020) The Brand Loyalty Determining Factors: The Role of Self-Brand Connection, Brand Love, Brand Trust, and Brand Image. In: The 2nd International Conference on Business and Banking Innovations (ICOBBI) 2020, 14 - 15 Agustus 2020, STIE Perbanas Surabaya.

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Abstract

Considering that the current condition of business competition has been getting tougher, every company must be able to survive and continue to grow their business. Therefore this study aims to determine what factors make consumers make repeat purchases. From this research, several factors have been found that make customers make repeat purchases. These factors will be discussed in detail in this study. One of the important things that every company needs to do and pay attention to is being able to maintain their brand loyalty. PT. Eloda Mitra is a company engaged in the food industry and produces frozen food, cooking spices and sauces. However, PT. Eloda Mitra has never evaluated the consumer loyalty to its products. This will have an impact on the immeasurable cost of marketing as the company is more focused on finding new customers instead of taking into account the consumers who have purchased their products repetitively. The objective of this study is to identify the determinants of brand loyalty seen from the role of self-brand connection, brand love, brand trust and brand image at PT. Eloda Mitra. This study is categorized as a survey research, in which the research instrument utilized is questionnaires. The data used in this study were collected by distributing questionnaires to the customers who have purchased Bernardi brand more than once. It also used convenience sampling as a sampling technique and obtained 100 respondents. Furthermore, SEM analysis was implemented to analyze the data. The results of the present study are the determining factors of brand loyalty at PT. Eloda Mitra. In this study, brand image, self-concept connection, brand trust have a positive effect on brand loyalty.

Item Type: Conference or Workshop Item (Paper)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: ICOBBI (International Conference of Business and Banking Innovations)
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 10 Oct 2020 18:37
Last Modified: 29 May 2021 16:53
URI: http://eprints.perbanas.ac.id/id/eprint/6015

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