The Effect of Advertising and Brand Reputation on Indomie Consumer Loyalty in Surabaya
Keywords:
Advertisement, Brand Reputation, Customer LoyaltyAbstract
This study aims to determine the effect of advertisement and brand reputation on Indomie consumer loyalty in Surabaya. The population in this study were all Indomie consumers in Surabaya. Samples taken were 86 respondents who had bought Indomie by using purposive sampling technique. The independent variable in this study consisted of advertising and brand reputation while the dependent variable was consumer loyalty. The results of multiple linear regression analysis obtained by the regression equation Y = 2.525 + 0.408 X1 + 0.321 X2. Simultaneous results obtained by the calculated F value of 33.530 > F table of 3.11 means that all advertising variables and brand reputation have a significant effect on customer loyalty. Partial test results on the advertising variable advertising variable 3, 671 > 1.98896 with a significance probability level <0.05 i.e. 0.000 <0.05 which means significant. Variable brand reputation 42,885 > 1,98896 with a significance of 0.005 <0.05 which means significant.
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