Abstract: Brand loyalty is a major element of an industry to achieve competitive advantages. The existence of merk loyalty help the company to reduce marketing costs and maximize revenue. The main focus of this research is the issue that the merk loyalty of Hand and Body Lotion Citra continues to decline. Indications of merk loyalty can be seen from the percentage of merk share and merk value. The purpose of this research is to analyze the indirect effect of merk communication toward merk loyalty of Hand and Body Lotion Citra trough merk image and merk trust as the intervening variable.
The sampling method used in this research is non-probability sampling with purposive sampling technique. Samples were collected from 100 female with age 15-35 years old in Semarang who always use Hand and Body Lotion Citra. Collected data were analyzed with several tests, such as: validity test, reliability test, classical assumption test, multiple linear regression test, goodness of fit test using IBM SPSS 23 for windows and sobel test.
The result showed in the classical testing assumption, the regression model is normally distribution and heteroscedasticity does not occur. This research explain the relationship of merk communication has a positive significant effect on merk loyalty through merk trust as intervening variable. The results of research also indicate that relationship between merk communication on merk loyalty becomes stronger when mediated with merk image and merk trust variables simultaneously.
Keywords: merk communication, merk image, merk trust, merk loyalty
Penulis: Rista Nurdianasari, Farida Indriani
Kode Jurnal: jpmanajemendd170985
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