* Corresponding Author
FACTORS AFFECTING BRAND LOYALTY OF PROMAG AND MYLANTA AMONG PHARMACY CUSTOMERS
https://doi.org/10.22146/jmpf.24 Feni Febrianti Wibowo(1*), Samsubar Saleh(2), Sampurno Sampurno(3)
(1) Fakultas Farmasi, Universitas Gadjah Mada, Yogyakarta
(2) Fakultas Ekonomika dan Bisnis, Universitas Gadjah Mada, Yogyakarta
(3) Fakultas Farmasi, Universitas Gadjah Mada, Yogyakarta
(*) Corresponding Author
Abstract
Brand loyalty is an important concept among the competitive market of pharmaceutical industry. Strong brand loyalty willencourage customers to make a commitment on repeat buying and recommend that brand to others. The study aimed to analyze thefactors that affect consumer loyalty toward ulcer medicines, namely Promag and Mylanta.The study was a correlational study. Respondents were 200 pharmacy customers, divided into 100 customers who had been consumed Promag and 100 customers who had been consumed Mylanta. The research instrument used a questionnaire with Likert scale. Data wereanalyzed using multiple linear regression test.The results showed that the brand reputation, brand predictability, brand competence, trust in the company, and brand likingsimultaneously had a significant effect on both the brand loyalty of Promag (R2= 0,962) and Mylanta (R2= 0,931). To sum up, the brandreputation, brand predictability, brand competence, trust in the company, brand liking and loyalty of Promag were higher thanMylanta.
Keywords: loyalty, Promag, Mylanta, brand
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Untitled DOI: https://doi.org/10.22146/jmpf.24
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