The Influence Of Brand Image On Consumer Loyalty In The Restaurant TIP-TOP

ABSTRAK
PENGARUH BRAND IMAGE TERHADAP LOYALITAS KONSUMEN DI
RESTORAN TIP-TOP
Nama

: Alfis Vikram

NIM

: 110907097

Departemen : Ilmu Administrasi Niaga/Bisnis
Fakultas

: Ilmu Sosial Dan Ilmu Politik

Pembimbing : Drs. Yance, M.Si

Penelitian ini bertujuan untuk mengetahui dan menganalis pengaruh brand
image terhadap loyalitas konsumen di restoran TIP-TOP.
Metode yang dikaji dalam penelitian ini adalah bagaimanakah pengaruh

brand image melalui variabel keunggulan asosiasi merek (favorability of brand
association), kekuatan asosiasi merek (strenght of brand association) dan
keunikan asosiasi merek (uniqueness of brand association) baik secara parsial
maupun simultan. Tujuan penelitian ini adalah untuk menganalisis pengaruh
parsial dan simulant keunggulan asosiasi merek (favorability of brand
association), kekuatan asosiasi merek (strenght of brand association) dan
keunikan asosiasi merek (uniqueness of brand association), terhadap loyalitas
konsumen.
Penelitian ini menggunakan metode asosiatif dengan menggunakan
pendekatan kuantitatif yang bertujuan untuk menganalisis permasalahan
hubungan suatu variabel dengan variabel lainya. Populasi dalam penelitian ini
adalah konsumen di restoran TIP-TOP Medan, dengan jumlah sampel 95
responden dengan menggunakan teknik non probability sampling. Pengumpulan
data kuesioner, metode analisis yaitu uji instrument ( uji validitas dan uji
reliabilitas), uji asumsi klasik dan analisis regresi berganda menggunakan SPSS
18.0 for Windows.
Hasil penelitian ini dengan analisis regresi secara simultan maupun parsial
menunjukkan bahwa ada pengaruh antara keunggulan asosiasi merek, kekuatan
asosiasi merek dan keunikan asosiasi merek terhadap loyalitas konsumen yang
berarti keunggulan asosiasi merek, kekuatan asosiasi merek dan keunikan

asosiasi merek meningkat maka loyalitas konsumen akan meningkat.
Kata Kunci : brand image, variabel keunggulan asosiasi merek (favorability
of brand association), kekuatan asosiasi merek (strenght of brand association),
keunikan asosiasi merek (uniqueness of brand association), dan loyalitas
konsumen.

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ABSTRACT
THE INFLUENCE OF BRAND IMAGE ON CONSUMER LOYALTY IN
RESTAURANT TIP-TOP
Name

: Alfis Vikram

NIM

: 11090097

Departmen

: Science Business Administration / Business

Faculty

: Social Science And Political Science

Supervisor

: Drs . Yance, M.Si

This study aims to identify and analyze the influence of brand image on consumer
loyalty in the restaurant TIP-TOP.
The method studied in this research is how the influence of brand image through
favorability of brand association, strenght of brand association and uniqueness of
brand association either partially or simultaneously. The purpose of this study
was to analyze the effect of partial and excellence simulant favorability of brand
association, strenght of brand association and the uniqueness of brand
associations, to customer loyalty.
This study uses associative method using a quantitative approach which aims to

analyze the problems of the relationship of a variable with other variables. The
population in this study is a customer in the restaurant TIP-TOP Medan, with a
sample of 95 respondents using non-probability sampling techniques. Data
collection questionnaire, methods of analysis, test instrument (validity and
reliability test), the classic assumption test and multiple regression analysis using
SPSS 18.0 for Windows.
Results of this research by regression analysis simultaneously or partially showed
that there is influence between brand association excellence, strength of brand
association and uniqueness of brand associations on consumer loyalty meaningful
brand association excellence, strength of brand association and uniqueness of
brand associations increases, customer loyalty will increase.
Keywords: brand image, favorability of brand association, strenght of brand
association, the uniqueness of brand associations, and consumer loyalty.

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