Hubungan Kompetensi Komunikasi Herbalife Independent Distributor dan Citra Merek Terhadap Loyalitas Konsumen Nutrisi Kesehatan Herbalife

Abstract

Competition of health nutrition grow year by year in Indonesia. One of the competes is Herbalife. Herbalife sells its products directly through According to a survey of a top brand magazine, in 2016, the top brand index of Herbalife increased to 15.2% from a year earlier which was only 5.8%. However, this increase did not support Herbalife to reach the first position yet and shifted their main competitor, WRP. This research aims to know the relation between communication competence of Herbalife Independent Distributor and brand image towards the loyalty of Herbalife consumers. This research is a quantitative research with explanatory type. The sample used in this study are 60 respondents. The result of Kendall’s Tau-b concept and analysis shows that the communication competence of Herbalife Independent Distributor and the loyalty of Herbalife consumers have significance value of 0.001 and correlation value of 0.333. This shows that the two variables have a positive relationship, but they are not tight. However, the results of the brand image and consumers loyalty towards Herbalife products have significance value of 0.002 and correlation value of 0.315. This means that the two variables have a positive relationship along with weak closeness. With regard to this result, it is advisable to Herbalife Independent Distributors to enhance their communication competence, especially on motivation variables because motivation is a weak point of Herbaife Independent Distributor because if motivation, knowledge and skills can all be improved by Herbalife Independent Distributor then consumer loyalty will also increase.