FAKTOR-FAKTOR DETERMINAN YANG MEMPENGARUHI LOYALITAS KONSUMEN INDOMIE DI WILAYAH PROPINSI JAWA TENGAH

Dian Marhaeni, Dan Trimanah
unpublished
The study was conducted to determine what factors are affecting the determinants of consumer loyalty in the community Indomie Central Java. The theory used is a theory about the brand and brand equity of Terrence A. Shimp. As for the analysis of the data used is descriptive quantitative analysis based on survey results analyzed in the field. The results of this study indicate that the crisis that hit the Indomie brand some time ago due to withdrawal from the market in Taiwan, had no effect on
more » ... had no effect on the purchasing power or the society's view of this product. They remain unaffected Indomie consumer issues as the theory presented by Jacoby and Kryner which states the brand loyalty is a behavioral response that is biased, expressed continuously by the decision-making unit with respect to one or more alternative brands of a similar brand and is a function of psychological processes. A. Latar Belakang Indomie adalah sebuah merek mie instan yang sudah sangat dikenal masyarakat Indonesia. Salah satu produk PT Indofood Sukses Makmur ini selain popular di kalangan penggemar mie instan juga karena merek Indomie sangat popular dikenal melalui tayangan iklan media televisi maupun media cetak dan luar griya. PT Indofood Sukses Makmur adalah perusahaan makanan papan atas di Indonesia yang memproduksi berbagai jenis produk makanan olahan seperti mie instan, kecap, saus, sambal, sirup dan lain-lain. Salah satu produk yang sangat terkenal adalah mie instan Indomie. Di dalam negeri, mi instan produksi Grup Indofood ini merajai pasar mi instan domestik dengan pangsa sekitar 70 persen. Dari jumlah itu, merek Indomie
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