Hubungan antara Kepuasan Konsumen dengan Loyalitas Merek Rokok “Clas Mild” pada Mahasiswa

Abstract

This study is about the correlation between consumer satisfaction with brand loyalty of Clas Mild cigarette on college students who use Clas Mild cigarette minimum three times in a row. It was expected that high consumer satisfaction was correlated with high brand loyalty. The definition of brand loyalty according to Assael (1998) is consistent preference and/or purchase of the same brand in a specific product or service category. Definition of consumer satisfaction according to Scwarz (2005) is the customer's view of the product or service of a brand based on customer's experience of the product or service that the customer use. The subjects are college students whether male and female who smoke Clas Mild cigarette minimum three times in a row without punctuated with other brand of cigarette. Data were collected using two scales are: consumer satisfaction scale from Sunarto (2003) and the indicators are quality, price and social's advantage. Brand loyalty scale from Oliver (2004) and the indicators are information of the product, attitude toward product and intensity to buy. Data were analyzed using product moment analysis. The result indicated that consumer behavior was significantly related to brand loyalty (r = 0.819, p = 0.000, p < 0.01). The result can be mentioned that high consumer satisfaction can make high brand loyalty.