CORRELATION BETWEEN CUSTOMER SATISFACTION AND BRAND LOYALTY OF REXONA

Abstract

This research is about identified and analyzes the relationship between components of customer satisfaction, which are product quality, price, and service quality, with brand loyalty of Rexona. Business competitions faced by the companies are getting tight than ever. Because of that, company should have a good marketing strategy and also have to maintain their customers in order to be more satisfied with their products, so consumers will be loyal with the product. Rexona is a leader in deodorant market in Indonesia, which is also one of the popular brand of Unilever. Rexona develop rapidly and many people use it. Because of that, the researcher wants to know what factors which related with the development of Rexona. The researcher tries to analyze between customer satisfaction with brand loyalty and find the correlation between these two variables. The researcher believes that customer satisfaction has strong impact to make consumers become loyal to the brand of the company. In doing this research, the researcher uses quantitative method, with primary data which is obtained from the questionnaire. This research is processed using SPSS 17 to find the regression and correlation between customer satisfaction (consists of product quality, price, and service quality) with brand loyalty. This research has found that there is a strong relationship between product quality and price with brand loyalty of Rexona. It means that the customers of Rexona have already satisfied with the product quality of Rexona, which is balance with the price. So they will not think twice about the price although it is rather expensive compare with another deodorant, because they have already satisfied with the quality of the product. This research has also found that there is no relationship between service quality with brand loyalty of Rexona. It means that service quality is not affect brand loyalty. It is because of the customers of Rexona still not satisfied with the service quality, may be because the service still not good enough, or they prefer to see the product quality before they buy the product. From the results of the research, it is suggested for Rexona to maintain the quality of product and price, and try to make it balance. Rexona should improve service quality by adding other variations, such as fragrance that more fresh than before, unique and more practical forms which appropriate with the needs of consumers, in order that the consumers are more interested to buy Rexona. Besides that, Rexona also should be more satisfying the consumer needs and more socialized their product through media or events.