PENGARUH CITRA MEREK (BRAND IMAGE) TERHADAP LOYALITAS MEREK (BRAND LOYALTY) PADA PENGGUNA SMARTPHONE BLACKBERRY DI KOTA PADANG

FAISAL, FADLAN (2015) PENGARUH CITRA MEREK (BRAND IMAGE) TERHADAP LOYALITAS MEREK (BRAND LOYALTY) PADA PENGGUNA SMARTPHONE BLACKBERRY DI KOTA PADANG. Diploma thesis, Universitas Andalas.

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Abstract

High competition among companies of Blackberry mobile phones as one of the company's product brand of smartphones and mobile phones to experience the impact of a decrease in product sales. A brand products contain symbolic value which at a later stage perceived by consumers as the brand image. Thats why when a producer built a brand image, they have to built a positive image. Because more positive a consumer seeing an image of a brand, more high the brand loyalty happen. The aim of this research is to find out wether brand image have influence to brand loyalty on Blackberry smartphone users in Padang. The method that has been used in this research is quantitative method with simple regression linear analysis test. The samples of this research is the Blackberry smartphone users are 100 respondents in the city of Padang. The sampling method used was nonprobability sampling, and the type of sampling is incidental sampling. The instrument used based on the theory of the brand image scale by Keller (1993), which consists of 31 item (rix= 0.927), and based on the theory of brand loyalty scale by Giddens (2002) which consists of 23 item (rix= 0. 935). The result of the research resulted in the R value of 0.666 with a significance value is 0.000 (p <0.05). This means that there is influence of brand image to brand loyalty on Blackberry smartphone users in Padang. This has benn proved with coefficient of regression, 0,443. This means that brand image give contribution as much as 44,3 % to the brand loyalty. The regression equation is Y = 1.139 + 0.661 X. The regression coefficient of 0.661 means that if there is an increase brand image by one unit, there will be an increase of 0.661 on the value of brand loyalty. Keywords: Brand Image, Brand Loyalty, smartphone Blackberry.

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