CORRELATION BETWEEN BRAND LOYALTY AND IMPULSE BUYING ON SARIWANGI TEA PT. UNILEVER

Abstract

This study is about to analyze consumer behavior about Brand Loyalty and Impulse buying for buying Sariwangi Tea in indomaret west boulevard, Kelapa Gading, North Jakarta. This study aims to determine the relationship with brand loyalty on consumer impulse buying Sariwangi tea. In general, brand loyalty and consumer impulse buying Sariwangi tea is good. In this study used primary data obtained from questionnaires directly to the 50 (fifty) customers who purchase tea products Sariwangi. The questionnaire consisted of various statements about consumers' assessment of brand loyalty and impulse buying. Having tested the validity and reliability, followed by a descriptive analysis, test the product moment correlation and hypothesis testing using the test Z. The purpose of testing is to determine which items are statements that could represent the brand loyalty and impulse buying consumer minds between brand loyalty with impulse buying on Sariwangi tea products. The suggestions are given for brand loyalty is a factor as the producer PT Unilever Tea Sariwangi should be to keep doing new innovations, given the competition in this industry are very tight with the emergence of new arrivals and maintaining product quality assessed both by consumers and create loyal towards the brand. As for impulse buying factor that was considered quite good, PT Unilever more attention to the attitudes of consumers and create better strategies so that when consumers in any condition they are still buying or choosing Sariwangi tea.