Pengaruh Brand Image, Brand Awareness, dan Varian Produk terhadap Loyalitas Pelanggan Ice Cream Wall's di Kota Surabaya. (The Influence of Brand Image, Brand Awareness, and Product Variants on Ice Cream Wall's Customer Loyalty in the City of Surabaya).

Sholihah, Puji Indah Rohmatus (2024) Pengaruh Brand Image, Brand Awareness, dan Varian Produk terhadap Loyalitas Pelanggan Ice Cream Wall's di Kota Surabaya. (The Influence of Brand Image, Brand Awareness, and Product Variants on Ice Cream Wall's Customer Loyalty in the City of Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The emergence of new ice cream brands continuously encourage increased competitiveness of the brand. Each company continues to build a good image or image on its brand and raise the consciousness or awareness of consumers to the brand it has. In addition, the company also continues to innovate to its products to meet the wishes of the market as well as in order to compete with other brands and can make consumers become loyal on the brand. This is done with the purpose of the brand to occupy the first position in market competition. The purpose of this study is to know the effect of brand image, brand awareness, and product variant to IKE Cream Wall's loyalty. The method used in this study is quantitative, with a questionnaire as a primary data collection. The surabaya stock exchange JSX said here on Monday that the surabaya stock exchange ended on Tuesday. Sample retrieval is conducted by a nonsampling method, a sampling of sorts. The results of this study suggest that the brand image did not significantly affect customer loyalty. However, the brand awareness has a significant psoperpetual influence on customer loyalty. Whereas the product variant has no significant positive effect on customer loyalty. Together, however, the brand image, the brand awareness, and the range of products have a positive and significant influence on customer loyalty.

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