Pengaruh Brand Image dan Word of Mouth Terhadap Loyalitas Konsumen Amanda Brownies pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Medan Area, Medan

Abstract

Retaining customers is more beneficial than looking for a new one. A satisfied customer will convey their satisfaction to the others both orally and written, which is known as word of mouth. Consument’s perception of the brand leads to arise it. The aim of this study is to explain the effect of brand image and word of mouth towards customer loyality at Amanda Brownies on students of Economy and Business Faculty in Medan Area University, Medan. This research used associative quantitative method. The total sampling technique is utilized to take 63 respondents of the total sample. Then, data were collected through likert scale questionnaire, direct interview and observation towards the students of Management program of Economy and Business Faculty in Medan Area University, Medan. The data technique analysis employs the multiple regression analysis and the hypothesis test through SPSS 23 application software. The test for brand image partially shows that tvalue > ttable (2.056 > 1.670) and significance values as (0.044 < 0.05). This indicates that brand image has a positive impact and significantly influencing the customer loyality at Amanda Brownies. The test for word of mouth partially shows that tvalue > ttable (4.710 > 1.670) and significance values as (0.000 < 0.05). In contrast, word of mouth is the most dominant factor in influencing the customer loyality at Amanda Brownies. According to the F test, the Fvalue>Ftable (19.649 > 3.15) with significance values as (0.000 < 0.05). Thus, brand image and word of mouth simultaneously have a significance and a positive impact towards customer loyality at Amanda Brownies on students of Management program of Economy and Business Faculty in Medan Area University, Medan.