AN INVESTIGATION INTO THE EFFECT OF BRAND IMAGE AND CUSTOMER SATISFACTION ON THE CUSTOMER LOYALTY OF CLEO MINERAL WATER IN CIKARANG

Abstract

Market share is an important factor for the company sustain and therefore one of the challenges facing the company is to improve and maintain its market share. Cleo is one of the companies in the mineral water industry where as market challenger one of the things required is to increase the market share. One effort that can be done to increase market share is to increase customer loyalty. Factors that can improve customer loyalty itself are brand image and customer satisfaction. Therefore this research aims to investigate the effect of brand image and customer satisfaction on customer loyalty. This research is a causal descriptive research with quantitative approach. The sample of this research is Cleo mineral water’s customers in Cikarang and sampling method using purposive sampling. The samples number of this study are consists of 148 respondents. The analytical method used is either multiple regression using SPSS. The result of F-test shows there is an effect from brand image to customer loyalty (Sig = 0.000 < 0.05, Beta = 0.441) and also there is an effect from customer satisfaction to customer loyalty (Sig = 0.000 < 0.05, Beta = 0.424). Brand image and customer satisfaction also simultaneously have an effect on customer loyalty (Sig f = 0.000 < Alpha 0.05). Adjusted R Square model of this research is 0.686 or 68.6%.