Pengaruh Brand Image dan Brand Awareness terhadap Brand Loyalty Sari Roti di Jakarta Selatan
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Abstract
This study aims to analyze the influence of Brand Image and Brand Awareness on Brand Loyalty among Sari Roti consumers in South Jakarta, both partially and simultaneously. The background of this research is based on the increasingly intense competition in the packaged bread (FMCG) industry, making the understanding of factors that shape brand loyalty important for business sustainability. This research employed a quantitative approach with a causal associative design. The sample consisted of 96 respondents, determined using the Lemeshow formula with a non-probability sampling technique, specifically purposive sampling. Data were collected through an online Likert-scale questionnaire and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficient of determination analysis with the assistance of IBM SPSS Statistics version 27. The results show that Brand Image has a positive and significant effect on Brand Loyalty, while Brand Awareness does not have a significant partial effect. However, simultaneously, Brand Image and Brand Awareness significantly influence Brand Loyalty, with the model explaining 28.6% of the variation in Brand Loyalty, while the remaining 71.4% is influenced by other factors outside the scope of this study. These findings indicate that Brand Image has a more dominant role than Brand Awareness in shaping consumer loyalty toward Sari Roti
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References
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