PENGARUH DAYA TARIK IKLAN, REPUTASI MEREK, DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DENGAN MINAT PEMBELIAN ULANG SEBAGAI VARIABEL MODERATING DI PERUSAHAAN KECAP KUDA KALOKA DI SALATIGA

Abstract

This research is motivated by the rise and fall of the low sales volume and customer loyalty in
the Kecap Kuda Kaloka Company. If the sales volume of these products is not stable, then in fear will
allow the company's performance to become unstable and may result in a fall in market marketing as
well as in competition with other companies. This study aims to determine the effect of the appeal of
advertising, brand reputation and product quality to customer loyalty with repeat purchases interest as
moderating variable on the Company Ketchup Kuda Kaloka. In this study, the data collected by
distributing questionnaires to 85 respondents. The analysis includes the validity, reliability, classical
assumption, linear regression analysis stages, MRA, t-test, and the coefficient of determination. From
the analysis it can be seen that the variables appeal of advertising, brand reputation and product
quality have a significant effect on customer loyalty. Repurchase intention can not moderating
influence of the appeal of advertising on customer loyalty (0,171 significance> 0. 05) and can not
moderate the effect of product quality to customer loyalty (significance 0. 091> 0. 05). However,
repurchase intention can moderate influence of brand's reputation on customer loyalty (significance
0. 020 <0. 05).
Keywords: Fascination Advertising, Brand Reputation, Customer Loyalty, Quality Products,
Repurchase Intention.