ANALISIS BRAND LOYALITY PENGGUNA SPEEDY PADA PT. TELKOM JEMBER

Abstract

ABSTRACT

Research by title Analysis Brand Loyality Speedy Users at PT. Telkom Jember aims to provide empirical evidence on the influence of influence of variables Commited, Liking the brand, Satisfied buyer with switcher, Habitual buyer, and Switching to brand loyalty to keep using speedy either simultaneously or partially, and also to know the dominant influence variable to brand loyalty to still using speedy.Data used in this study in the form of primary data obtained through the distribution of questionnaires to respondents, the user or customer Speedy in the city of Jember.Adapun technical sampling used is purposive sampling with consumer criteria en tered in the category of personal customers namely non-corporate customers (agencies) and not business cafe and consumers who have been using Speedy at least 6 months. For data analysis, the authors use multiple linear regression analysis. Based on the results of hypothesis testing can be stated that the variable Commited, Liking the brand, Satisfied buyer with switching, Habitual buyer, and Switching  simultaneously and  partially  influence on  brand  loyalty  to  keep  using  speedy.  In addition, the test results also state that the product is the dominant variable affecting brand loyalty to keep using speedy is Commited.

Keywords: Brand Loyalty, Committed, Liking the brand, Satisfied buyer with switching, Habitual buyer, and Switching