Analisis Pengaruh Brand Image ( Corporate Image, User Image Dan Product Image ) Terhadap Brand Loyalty Pada PT. Garuda Indonesia Tbk Di Jakarta
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Institusion
STIE Indonesia Banking School
Author
Wirandika, Arga
Subject
HD28 Management. Industrial Management
Datestamp
2024-07-22 04:03:09
Abstract :
The economic development of a country can be characterized by the growth of airline industry that is in the country. The development of airlines industry is currently very tight because many companies in Indonesia as Garuda Indonesia, Lion Air, Air Asia, Sriwijaya Air, Batavia Air and other companies belonging to either national or foreign private. Based on that condition, writer trying to conduct an event research study about the correlation between brand image (corporate image, user image and product image) with brand loyalty Garuda Indonesia Tbk in Jakarta. There is a theory that is concerned with brand image in a brand, which includes 3 things characteristic, namely the company image, user image and product image (Biels on Priandana, 2010). The study aims to: 1) Testing and examining the influence of corporate image on brand loyalty Garuda Indonesia in Jakarta. 2)Testing and examining the influence of the user image on brand loyalty Garuda Indonesia Tbk in Jakarta. 3) Testing and examining the influence of the product image on brand loyalty Garuda Indonesia Tbk in Jakarta. 4) Testing and examining the influence of the corporate image, user image, and product image together on brand loyalty Garuda Indonesia Tbk in Jakarta. This research was conducted for the customer Garuda Indonesia in the area of Jakarta that used Garuda Indonesia at least two times. Data analyzed using multiple regressions. The results of this study indicate that Corporate Image has a significant influence on Brand Loyalty Garuda Indonesia Tbk in Jakarta. On the other side, the User Image has no significant influence on Brand Loyalty Garuda Indonesia Tbk in Jakarta. In addition, the Product Image has a significant influence on Brand Loyalty PT. Garuda Indonesia Tbk in Jakarta Keywords: brand image, corporate image, user image, product image, brand loyalty
The economic development of a country can be characterized by the growth of airline industry that is in the country. The development of airlines industry is currently very tight because many companies in Indonesia as Garuda Indonesia, Lion Air, Air Asia, Sriwijaya Air, Batavia Air and other companies belonging to either national or foreign private. Based on that condition, writer trying to conduct an event research study about the correlation between brand image (corporate image, user image and product image) with brand loyalty Garuda Indonesia Tbk in Jakarta. There is a theory that is concerned with brand image in a brand, which includes 3 things characteristic, namely the company image, user image and product image (Biels on Priandana, 2010). The study aims to: 1) Testing and examining the influence of corporate image on brand loyalty Garuda Indonesia in Jakarta. 2)Testing and examining the influence of the user image on brand loyalty Garuda Indonesia Tbk in Jakarta. 3) Testing and examining the influence of the product image on brand loyalty Garuda Indonesia Tbk in Jakarta. 4) Testing and examining the influence of the corporate image, user image, and product image together on brand loyalty Garuda Indonesia Tbk in Jakarta. This research was conducted for the customer Garuda Indonesia in the area of Jakarta that used Garuda Indonesia at least two times. Data analyzed using multiple regressions. The results of this study indicate that Corporate Image has a significant influence on Brand Loyalty Garuda Indonesia Tbk in Jakarta. On the other side, the User Image has no significant influence on Brand Loyalty Garuda Indonesia Tbk in Jakarta. In addition, the Product Image has a significant influence on Brand Loyalty PT. Garuda Indonesia Tbk in Jakarta Keywords: brand image, corporate image, user image, product image, brand loyalty
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