AN ANALYSIS OF BRAND IMAGES, BRAND ASSOCIATION AND PROMOTION TOWARD CONSUMERS LOYALTY OF MIE SEDAAP INSTANT NOODLES (A CASE STUDY OF PRESIDENT UNIVERSITY STUDENT)

Abstract

This research is about to analyze Brand Images, Brand Association and Promotion toward Consumers Loyalty of Mie Sedaap Instant Noodles in Indonesia. This research was conducted in President University, Jababeka. Mie Sedaap as second top instant noodles in Indonesia becomes the main problem in this research. Researcher used this problem as the problem of identification. Researcher used three independent there is Brand Image, Brand Association and Promotions and one dependent variable Consumers Loyalty. This research was conducted by distributing questionnaire to ninety five respondents who participated in questionnaire. The respondents are people who ever try Mie Sedaap Instant noodles. The data was analyzed by using quantitave analysis. Quantitave analysis consist of validity, realibility test, multiple regression analysis, hypotheses testing by F and T test and determination coefficient adjusted R2 analysis. Hypotheses test using t test shows that all independent variable has a positive significance with dependent variable Consumers Loyalty. adjusted R square value is 0.570, which means that the Brand Images, Brand Association, and Promotions has evidence only can describe and affecting 57% about Mie Sedaap Instant Noodles consumers loyalty and the rest of 43% is explained or describe by another factors which not discussed in this research.