Analisis Brand Equity, Brand Awareness, Brand Personality Terhadap Brand Loyalty (Studi Kasus Wafer Tango di PT. Matahari Putra Prima Hypermart Binjai
Abstract
ABSTRACT This research was conducted to determine the effect of brand equity, brand awareness and brand personality on brand loyalty at Wafer Tango at PT. Matahari Putra Prima Hypermart Binjai. The population in this study were all consumers of Tango Wafers at PT. Matahari Putra Prima Hypermart Binjai, amounting to 450 consumers. The research sample was taken using purposive sampling technique, namely a technique in which the subjects were selected because of their comfortable accessibility and their proximity to the researcher and with the Slovin formula, so that the sample was 82 consumers. This study uses quantitative data processed by SPSS. The data analysis technique used is multiple linear regression models. The results showed that brand equity, brand awareness and brand personality had a positive and significant effect both partially and simultaneously on brand loyalty to Wafer Tango at PT. Matahari Putra Prima Hypermart Binjai. The t test shows that brand equity has a t count of 5,903 and a significant amount of 0,000, Brand awareness has a t count of 6,688 and a significant of 0,000, Brand personality has a t count of 2,985 and a significant of 0,004. The F test shows that the Fcount obtained is 169.809 and is significant at 0.000. The dominant variables affecting brand loyalty are brand awareness, brand equity and the last one is brand personality. The results of the determination test showed 86.2% of the Wafer Tango brand loyalty at PT. Matahari Putra Prima Hypermart Binjai can be explained and obtained from brand equity, brand awareness and brand personality, while the rest comes from other factors. Keywords : Brand Equity, Brand Awareness, Brand Personality and Brand Loyalty
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