PENGARUH BRAND IMAGE DAN WORDS OF MOUTH TERHADAP BRAND PREFERENCE DALAM MENINGKATKAN MINAT LOYALITAS (Studi kasus pada produk Pond’s di Kota Semarang)

Abstract

This research was conducted in facial whitening products brand "Ponds" in Semarang city. At the level of customer satisfaction some facial whitening in 2011-2013 has decreased. This research aims to analyze and provide empirical evidence on whether Brand Image and word of mouth influence on Brand Preference increasing loyalty interests. The sample of this research is the user facial whitening brand "Ponds" in Semarang city almost 100 people using the Non Probability Sampling technique. Data analysis methods used are quantitative analysis, reliability and validity using, the classical assumption, hypothesis testing, determinas coefficient and multiple linear regression analysis. The results showed that the brand image and words of mouth positive effect on brand preference and brand image, word of mouth, brand preference positive effect on loyalty interests. In model 1, words of mouth gives the greatest influence to brand preference for 0.391. In model 2, the brand image gives the greatest influence loyalty interests of whitening face products "Ponds" in Semarang for 0.324.