Pengaruh Rational Content Marketing dan Citra Merek Terhadap Loyalitas konsumen Nyushiin Cabang Wahid Hasyim Medan

Abstract

Penelitian ini bertujuan untuk mengtahui pengaruh rational content marketing dan citra merek terhadap loyalitas konsumen cabang Wahid Hasyim Medan. Jenis penelitian asosiatif. Populasi dalam penelitian adalah konsumen Nyushiin cabang Wahid Hasyim Medan. Pengambilan sampel menggunakan metode incidental sampling sebanyak 80 responden. Pengolahan data menggunakan perangkat SPSS. Hasil penelitian menunjukan bahwa rational content marketing berpengaruh positif dan signifikat terhadap loyalitas konsumen. Adanya rational content marketing membantu membangun hubungan dan komunikasi dengan konsumen agar tetap terciptanya loyalitas konsumen. Citra merek berpengaruh positif dan signifikan terhadap loyalitas konsumen. Dimana semangkin tinggi citra merek dan kepercayaan pada merek Nyushiin maka semangkin tinggi pula loyalitas konsumen. rational content marketing dan citra merek berpengaruh positif dan signifikat terhadap loyalitas konsumen. Adanya rational content marketing dan citra merek, konsumen akan merasa tenang akan produk yang dikonsumsi, ini membuat tingkat loyalitas semangkin tinggi dan terpecaya This study aims to determine the effect of rational content marketing and brand image on consumer loyalty at Wahid Hasyim Medan branch. This type of associative research. The population in this study is the consumer of Nyushiin Wahid Hasyim Medan branch. Sampling using incidental sampling method as many as 80 respondents. Data processing using SPSS device. The results show that rational content marketing has a positive and significant effect on consumer loyalty. The existence of rational content marketing helps build relationships and communication with consumers in order to maintain customer loyalty. Brand image has a positive and significant effect on consumer loyalty. Where the higher the brand image and trust in the Nyushiin brand, the higher the consumer loyalty. rational content marketing and brand image have a positive and significant effect on consumer loyalty. The existence of rational content marketing and brand image, consumers will feel calm about the products they consume, this makes the level of loyalty higher and more trusted.