Pengaruh Word Of Mouth Dan Brand Image Terhadap Loyalitas Pelanggan Produk AQUA Di Kecamatan Klakah

Abstract

AQUA one of the brands of bottled water produced by PT. AQUA Golden
Mississippi in Indonesia. PT. AQUA Golden Mississippi In TB is a large
enough company, namely as a company that pioneered the business of
bottled water in Indonesia since 1973. This study aims to prove that word
of mouth and brand image have a significant and partial effect
simultaneously on customer loyalty. and to prove which one of word of
mouth and brand image influences the loyalty of AQUA product customers
in Klakah District. This study uses a multiple linear regression method then
the results of the data are processed with SPSS 21 program and hypothesis
testing with the F test t test. The results of the study with respondents
showed that the word of mouth variable had a significant effect on
customer loyalty, brand image has a significant influence on customer
loyalty. From the calculation of the determination coefficient (R2) obtained
is 0.551. This means that 55.1% of AQUA product customers' loyalty in
Klakah District can be explained by word of mouth and brand image.
Whereas the score of 44.9% customer loyalty to AQUA products in Klakah
District is influenced by other variables not examined in this study such as
price and product quality.