BRAND AWARENESS AND BRAND IMAGE ON CUSTOMER SATISFACTION AND LOYALTY IN LIFEBUOY SOAP PRODUCTS IN DILI CITY

Abstract

The era of globalization promises new business opportunities and challenges for new companies established in Timor Leste. On the one hand, the era of globalization has expanded the product market of new companies in Timor Leste, and on the other hand, this situation has led to increasingly fierce competition between domestic companies and foreign companies such as Indonesian companies. The objectives to be achieved in this study are: to determine and analyze the significant and positive influence between brand awareness and brand image on consumer satisfaction and loyalty to bath soap products in the city of Dili. This research was conducted in the city of Dili using 100 people as a sample, the data collection methods used in this study were observation, questionnaires, and documentation. To perform data analysis, data management was carried out using path analysis for calculations. using SPSS software. The results showed that the results of the analysis of substructure 1 that there is an influence of brand awareness (brand awareness) and brand image (brand image) simultaneously on consumer satisfaction, where the value of F = 7.481 with probability value = 0.001 <0.05 and brand image variable = 0.034 < 0.05 so Ho is rejected and Ha is accepted with a determinant coefficient of R2y1x1x2 = 0.134 (13.4%) and the magnitude of the influence of other variables ρy1ε1 = 0,9312 or 0.867 (86.7%) while the Path coefficient (Beta) is brand basis = 0.283 and brand image = 0.205. Analysis of substructure 2 that there is an effect of brand awareness (brand awareness), brand image (brand image), and consumer satisfaction simultaneously on consumer loyalty, where the value of F = 11.093 with probability value (sig) = 0.000 <0.05 and individual hypothesis consciousness variable sig probability value = 0.000; the probability value of the sig of the brand image variable = 0.028 and the probability value of the sig of consumer satisfaction = 0.049 <0.05 so that Ho is rejected and Ha is accepted with the magnitude of the determinant coefficient R2y1x1x2 = 0.257 (25.7%) and the magnitude of the influence of other variables ρy1ε1 = 0,8622 or 0.743 (74.3%), while the Path coefficient (Beta) of brand basis = 0.283; brand image = 0.205 and customer satisfaction 0.188. So, it can be concluded that there is an effect of brand awareness and brand image on consumer satisfaction and consumer loyalty to Lifebuoy bath soap products in Dili city. So it is recommended for Lifebuoy soap traders in the city of Dili to distribute more and more affordable and affordable bath soap products for consumers or can be obtained anywhere.

Keyword: Brand awareness, Brand Image, satisfaction, consumer loyalty