THE INFLUENCE OF PRODUCT QUALITY, PRICE, PROMOTION, BRAND TRUST, PACKAGING, AND STORE ENVIRONMENT TOWARD BRAND LOYALTY OF SUPER PREMIUM FORMULA MILK: A SURVEY OF MOTHERS IN GREATER JAKARTA

Abstract

The tight business competition nowadays brings lots of firms involved in fulfilling the needs of consumers. The scope of competition is felt in one of FMCG industry, especially in pediatric nutrition formula. In such a competitive industry, improving consumers brand loyalty allows marketers to maintain a comfortable and lasting position in marketplace. Hence, maintaining consumers brand loyalty is becoming an important issue to be concerned by the firm to gain sustainable advantage. Quantitative research was conducted through Structural Equation Modeling (SEM) data tools analysis to find out what are the factors that can influence brand loyalty on Super Premium Milk for Mothers in Greater Jakarta area. Questionnaires were distributed to 300 respondents who are currently using Mead Johnson product. The findings of this research indicated that promotion has shown strong correlation with brand loyalty. The research results showed that there is positive and significant influence among factors of brand loyalty (product quality, price, promotion, and brand trust). Meanwhile, packaging and store environment are not significantly influencing brand loyalty. The result of this research found that brand loyalty is highly influenced directly by promotion, brand trust and product quality. Hence, by emphasizing promotion as a tool of marketing is important to attract consumers‟ attention, maintaining brand trust by controlling product quality can increase the consumers‟ brand loyalty towards the brand.