The Effect of Advertising and Consumer Satisfaction on Consumer Loyalty to Pepsodent Products in Banda Aceh City
Article Sidebar
Main Article Content
Abstract
This study aims to determine the effect of advertising and consumer satisfaction on consumer loyalty to Pepsodent products in Banda Aceh City. The population in this study were Pepsodent consumers in Banda Aceh City, with a total sample of 100 respondents using convenience sampling technique. The model used in this study is multiple linear regression analysis. The results showed that advertising and consumer satisfaction had a significant effect on consumer loyalty to Pepsodent products in Banda Aceh City by 80.2% and the remaining 19.8% was explained by other variables outside of this study such as product quality, brand image and price and etc. The value of the correlation coefficient (R) indicates that the relationship (correlation) between the independent variable and the dependent variable is 89.6%, meaning that consumer loyalty to Pepsodent products in Banda Aceh City has a strong and positive relationship with correlation advertisement(X1) and consumer satisfaction (X2). The results of the f test statistic test show that advertising and consumer satisfaction simultaneously have a significant effect on consumer loyalty to Pepsodent products in Banda Aceh City, with value Fcount>Ftable (197,035>3,090).While partially advertising and customer satisfaction have a significant effect on consumer loyalty to Pepsodent products in Banda Aceh City, with a value of tcount> ttable (9.705 and 3.339>1.984). Based on the results of multiple linear regression analysis, it can be seen that from the two variables studied, it turns out that the variable advertisement(X1) has the most dominant influence on consumer loyalty to Pepsodent products in Banda Aceh City, with a coefficient value of 0.689, and then followed by the variable consumer satisfaction(X2) with a coefficient value of 0.264.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
References
Kotler, Philip. 2011. Manajemen Pemasaran. Penerbit PT. Indeks: Jakarta.
Kotler, Philip, dan Gary, Amstrong. 2012. Prinsip-Prinsip Pemasaran. Penerjemah Imam Nurmawan. Penerbit Salemba Empat: Jakarta.
Tjiptono, F. (2012). Marketing services. Yogyakarta: ANDI.
Supriyanto, Y., & Soesanto, H. (2012). Analisis pengaruh kualitas pelayanan, harga, dan fasilitas terhadap kepuasan pasien rawat jalan di Rumah Sakit Kariadi Semarang (Doctoral dissertation, Fakultas Ekonomika dan Bisnis).
Morissan. 2010. Periklanan Komunikasi Pemasaran Terpadu. Penerbit Ramdina Prakarsa: Tangerang.
Suyanto, Bloch, H., & Salim, R. A. (2012). Foreign direct investment spillovers and productivity growth in Indonesian garment and electronics manufacturing. The Journal of Development Studies, 48(10), 1397-1411.
Subagyo, Ahmad. 2013. Marketing In Business. Penerbit Mitra Wacana Media: Jakarta.
Moriarty, Sandra, Nancy Mitchell, and William Wells. 2011. Advertising, Edition 8. Penerbit Kencana Prenada Media Group: Jakarta.
Machfoedz, Mahmud. 2010. Komunikasi Pemasaran Modern. Penerbit Cakra Ilmu: Yogyakarta.
Kriyantono, Rachmat. 2011. Teknik Praktis Riset Komunikasi. Penerbit Prenada Media Group: Jakarta.
Schiffman dan Kanuk. 2012. Perilaku Konsumen. Penerbit Indeks: Jakarta.
Saladin, Djaslim. 2011. Manajemen Pemasaran. Penerbit Salemba Empat: Jakarta.
Nasution. 2011. Total Quality Management. Penerbit PT. Gramedia Main Library: Jakarta.
Nugroho, Setiadi. 2011. Perilaku Konsumen. Penerbit Prenada Media: Jakarta.
Griffin, Jill. 2011. Customer Loyalty. Penerbit Erlangga : Jakarta.
Sinta, Rahayu N. 2011. Pengaruh Kepuasan Atas Dimensi Atribut Produk Kopi Bubuk Kiniko Terhadap Loyalitas Pelanggan Di Kota Padang. Skripsi. Universitas Negeri Padang: Padang.
Sugiyono. 2014. Metode Penelitian Kuantitatif Kualitatif dan R&D. Penerbit Alfabeta: Bandung.
Ghozali, Imam. 2011. Aplikasi Analisis Multivariate Dengan Program SPSS. Badan Penerbit Universitas Diponegoro: Semarang.
Sarwono, Jonathan. 2012. Path Analysis Dengan SPSS: Teori, Aplikasi, Prosedur Analisis Untuk Riset Skripsi, Tesis Dan Disertasi. Penerbit PT. Elex Media Komputindo: Jakarta.
Dewi, Nila Kasuma. Andri, Gus dan Yonaldi, Sepris. 2012. Pengaruh Iklan, Citra Merek Dan Kepuasan Konsumen Terhadap Loyalitas Konsumen Dalam Menggunakan Vaseline Hand Body Lotion Di Kota Padang. Jurnal. Universitas Tamansiswa: Padang
Muda, Iskandar. 2013. Pengaruh Iklan, Citra Merek Dan Kepuasan Konsumen Terhadap Loyalitas Konsumen Nivea For Men Di Kota Banda Aceh. Skripsi. Universitas Syiah Kuala: Banda Aceh.