PAPERS

MARKETING

EFFECT ON BRAND LOYALTY TRUST IN CONSUMER BRAND TEA BOTTLE SOSRO

Name : DITA PERMATASARI

NPM : 11209808

CLASS : 4EA01

 

UNIVERSITAS GUNADARMA

ATA 2012/2013

DEPOK

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

I.          INTRODUCTION

 

A.        Background

Under conditions of increasing competition, every company should be able to survive and should be able to continue to grow. One of the most important things that needs to be done and considered by every company is to maintain consumer confidence in the brand. The issue of the brand has become one of the issues that must be monitored     Constantly by each company. Brand – a strong brand, tested, and proven valuable not only beat a matter of rational, but also can process side – the emotional side of the consumer. To maintain consumer confidence in the brand (trust in the brand), the brand must have the qualities and charisma. In order to have an aura of charisma brand should have, consistent and quality must be maintained from time to time.

According lau and lee (1999:44) there are three variables to establish trust in the brand (trust in brand) ie, characteristic brand, company characteristic, and consumer brand characteristic. Of the three variables can be seen consumer loyalty to the brand. PT Sinar Sosro as one of the largest tea producers in the world, with products namely Tea Bottle Sosro with the slogan “Whatever food is drinking the bottle Sosro” customers certainly want to keep every bottle sosro The brand is. As we all know now a lot of products – packaged tea beverage products on the market, at a price cheaper than the bottled tea sosro. As well as the issue – the issue of the decline in the quality of bottled tea drinks sosro. With PT Sinar Sosro so certainly do not want their customers to switch to another brand.

With the existence of the phenomenon can allow customers to switch to another product. Therefore demands to be the best should a firm commitment to maintaining the quality / quality that consumers remain loyal to continue to consume bottled tea drinks sosro. Based on the background and phenomena that exist, the authors were interested in conducting research on the influence of trust in brand to brand loyalty in consumers drink bottled tea tea berkemasan sosro. Where now more and more options berkemasan tea drinks available on the market. So I took the title of scientific research “INFLUENCE OF TRUST IN CONSUMER BRAND TO BRAND LOYALTY IN THE AREA TEA BOTTLE SOSRO DEPOK”.

 

B.        PROBLEM

Is Trust in the brand has an influence on brand loyalty in consumers sosro bottled tea in Depok area?

 

C.        DESTINATION

The purpose of scientific writing is

a. To determine consumer confidence in the brand of bottled tea sosro.

b. To determine consumer loyalty to the brand bottled tea sosro.

c. To find out how much influence brand trust on brand loyalty bottled tea sosro

 

D.        BENEFIT

Benefit of this paper is to

a. Academic benefits

To broaden knowledge of marketing concepts that have been acquired in college to be expected then better able to develop the knowledge gained.

b. Practical Benefits

This paper is expected to be taken into consideration and a reference to the company in implementing the strategy – marketing strategies, particularly with respect to brand loyalty strategy.

II.        DISCUSSION

Operational definition

a. Independent variable (Independent)

Independent variables (independent) variables are the type that describe or affect other variables.

b.Variabel bound (dependent)

Dependent variable (dependent) variable type which is explained or influenced by independet variables. The variable (dependent) in this study is brand loyalty.

Research variables:

The independent variable (X)

a. Brand trust (Trust in a brand)

1). Brand characteristic (X1) which has a very important role in determining the consumer decision to trust a brand. This is caused by the consumer make an assessment before buying. Brand characteristics related to trust brands include predictable, reputable, and competent.
2). Company Characteristic (X2) which is behind a brand can also affect the level of consumer confidence in the brand. Consumer knowledge about the company that is behind a brand product is a pre-understanding of the consumer to the brand of a product. These characteristics include the reputation of a company, the company desired motivation, and integrity of a company.
3). Consumer-brand characteristic (X3) are the two groups influence each other. Therefore, the characteristics of consumers – brands can affect confidence in the brand. These characteristics include the concept of emotional similarity between the consumer with the brand personality, love for the brand, and the brand experience.
Dependent variable (Y)

b. Brand loyalty (brand loyalty)

the choices made consumers to buy the brand especially compared to the other brands in the product category. Brand loyalty as customer preferences consistently to make purchases on the same brand in a specific product or a particular service category.

 

 

Table 1

Reliability Statistics
Cronbach’s Alpha N of Items
.950 22

 

 

 

 

 

 

 

Uji Validitas dan Realibilitas

Item-Total Statistics
  Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach’s Alpha if Item Deleted
Brand Characterictic 70.03 147.895 .672 .948
Brand Characterictic 70.50 149.776 .701 .947
Brand Characterictic 70.63 159.206 .434 .950
Brand Characterictic 70.57 158.323 .588 .949
Brand Characterictic 70.63 160.723 .429 .950
Brand Characterictic 70.33 154.437 .551 .949
Brand Characterictic 70.87 155.223 .588 .949
Brand Characterictic 70.43 154.806 .581 .949
Brand Characterictic 70.70 152.838 .624 .948
Brand Characterictic 71.00 143.310 .831 .945
Company Characteristic 71.20 152.717 .699 .947
Company Characteristic 71.33 154.989 .638 .948
Company Characteristic 71.07 153.099 .640 .948
Consumer Brand Characteristic 71.33 147.471 .728 .947
Consumer Brand Characteristic 71.37 146.447 .817 .946
Consumer Brand Characteristic 71.17 153.247 .620 .948
Consumer Brand Characteristic 71.23 147.564 .779 .946
Brand Loyalty 71.50 151.155 .789 .946
Brand Loyalty 71.57 152.461 .729 .947
Brand Loyalty 71.50 150.328 .675 .948
Brand Loyalty 71.87 150.257 .733 .947
Brand Loyalty 71.57 148.323 .745 .947

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The table is output Validity and reliability for the Trust in Brand to Brand Loyalty Consumer Sosro bottled tea. At the table shows a grain questions to measure trust in a brand on the brand loyalty of consumers the bottles Sosro are valid. It can be seen from the results of the correlation score of the questions 1 to 22, the value is greater than the critical r is 0.361. While the value of the reliability of the effect of Trust in a Brand to Brand Loyalty is at 0.950. Known Cronbach Alpha value is 0.950. According Sugiyono (2003), reliability is less than 0.6 are not good, while 0.7 is acceptable and above 0.8 is good. Because Cronbach Alpha values ​​above 0.8, the results are very realibel. Based on these results, it can be concluded that the questions influence on Brand Trust in Brand Loyalty has fulfilled the requirements of validity and reliability.

Multiple Regression Analysis

Multiple regression analysis is a form of analysis that discusses the extent to which the influence of the independent variable (X) on the dependent variable (Y). Where X is a variable for the brand Trust (Trust in a brand) which consists of characteristic brand Indicator (X1), company characteristic (X2), and consumer brand characteristic (X3), variable Y is brand loyalty. In the regression analysis in this study using SPSS version 19, while the results of the calculation is as follows:

Table 2

analysis of the effect of brand trust on brand loyalty.

 

 

Coefficientsa

 
 

Model

Unstandardized Coefficients

Standardized Coefficients

t

Sig.

 
 

B

Std. Error

Beta

 
 

1

(Constant)

-4.618

1.573

 

-2.936

.004

 
 

BC

.099

.048

.138

2.060

.042

 
 

CC

.884

.114

.447

7.766

.000

 
 

CBC

.556

.078

.477

7.130

.000

 
  a. Dependent Variable: Brand Loyalt

Source: Results of the data processed SPSS

 

According to the table on the regression analysis it can be seen that the linear regression equation is as follows:
Y = – 4.618 + 0.099 + 0.884 X1 0.556 X2 + X3

Description:
Y = Brand Loyalty
X1 = Brand Characteristic
X2 = Company Characteristic
X3 = Consumer Brand Characteristic

Constants of -4.618 states that if there is no characteristic brand, company characteristic, and consumer – brand characteristic (X1, X2, X3 is 0), then there is no brand loyalty. Regression coefficient brand characteristic (X1) of 0.099, meaning that if the other independent variables fixed value and brand characteristic rose 1% then brand loyalty will increase by 0,099. Company characteristic (X2) of 0.884, meaning that if another independent variable value is fixed and characteristic company rose 1% then brand loyalty will increase by 0,884. Further consumer – brand characteristic (X3) of 0.556, meaning that if another independent variable value is fixed and characteristic company rose 1% then the brand loyalty to increase by 0,556. Everything is positive. Meaning a positive influence / direction between the variables of trust in a brand and brand loyalty variable, the higher the trust in a brand is increasing brand loyalty.

 
 

ANOVA

 

Model

Sum of Squares

Df

Mean Square

F

Sig.

1

Regression

868.490

3

289.497

92.485

.000a

Residual

300.500

96

3.130

 

 

Total

1168.990

99

 

 

 

a. Predictors: (Constant), CBC, CC, BC

b. Dependent Variable: Brand Loyalty

of the table above can be explained that the calculated F value of 92.485. with a significant level of 0.000. after F count it must find the value of F table (= 0.05) is 2.699. Because the calculated F value is greater than the F table (92.485> 2.699) with a significant level of 0.000 <0.05, it can be concluded that Ho is rejected, meaning characteristic brand, company characteristic, consumer-brand characteristic jointly significant effect on brand loyalty in bottled tea beverages Sosro.

Test t
T test (partial regression) is used to determine whether partial characteristic brand, company characteristic, consumer-brand characteristic significantly influence brand loyalty.
Tests using a significant level of 0.05 and 2 sides.
Hypothesis testing between the Trust in a brand Brand loyalty can be used to search for the t test statistic t test comparing the t table
If t t table, then Ho is accepted
If t count> t table, then Ho is rejected

 

Uji t

Model   Unstandardized Coefficients Standardized Coefficients T Sig.
    B Std. Error Beta B Std. Error
1 (Constant) -4.618 1.573   -2.936 .004
  brand characteristic .099 .048 .138 2.060 .042
  company characteristic .884 .114 .447 7.766 .000
  consumer brand characteristic .556 .078 .477 7.130 .000

 

 

III.      CONCLUSIONS AND RECOMMENDATIONS

Conclusion:
a. Consumers were quite believe the bottled tea brand sosro after conducted research using a descriptive analysis. And such that we have seen that PT Sinar sosro indeed one ruler of the world market share in the tea industry.
b. And consumers loyal to the brand of bottled tea sosro after dilakukam anyway research using descriptive analysis tool. If consumers have confidence in the brand, the consumer will directly tehadap also the brand loyal.
c.  And there is the influence of trust in brand to brand loyalty is amounted to 73.5%. Which means that the contribution of the effect of the variable trust in the brand (brand characteristic, company characteristic, and consumer brand characteristic) of 73.5% on brand loyalty. And the remaining 26.5% may be influenced by variables other than the variable trust in brand

Suggestions
PT. Sosro rays should always maintain a company characteristic. This is caused by the variable most powerful and dominant influence on brand loyalty. In addition, PT. Sosro rays to maintain confidence in the brand in the minds of consumers must increase in the factors of trust in a brand such as brand and consumer brand characteristic characteristic. Efforts to increase consumer confidence in the brand characteristic that can be done by increasing the intensity of the activities related to the community so that the image and credibility of the company can be maintained

 

 

 

 

 

 

 

 

 

 

BIBLIOGRAPHY

 

Rizan, MohammadBasrah. Saidani dan Yusiyana Sari. EFFECT OF BRAND IMAGE AND BRAND TO BRAND LOYALTY TRUST TEA BOTTLE Bottle Tea SOSRO Consumer Survey Sosro in Food Court ITC Cempaka Mas.2012

 

Kasuma, Nila. Gus Andri,dan Sepris Yonaldi. EFFECT OF ADVERTISING, BRAND IMAGE, AND CUSTOMER SATISFACTION CONSUMER LOYALTY TO USE Vaseline HAND AND BODY LOTION IN THE CITY PADANG (CASE STUDY IN PT. UNILEVER BRANCH Padang)

 

Dirgantara, Bagas. EFFECT OF PACKAGING, BRAND AND PRICE ON CUSTOMER LOYALTY. 2012

www.masterbrand2012.com/ (20 juni 2013 pukul 17.00 oleh dita)