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.
