INFLUENCE OF INNOVATION, PRODUCT QUALITY AND PACKAGING TO CUSTOMER LOYALTY WITH VARIABLE INTERVINING BRAND EQUITY ON INDOMIE PRODUCT (CASE STUDY IN VEHICLE BUGANGAN, SEMARANG TIMUR)

Abstract

His research is based on the phenomenon that occurs in the business world that so many instant noodles are circulating in the community with so many flavor variants, brand variants and innovations they always do to advance their company. Especially at this time the opportunity to expand the product sales area in Asia is also open very wide. For that Indomie do some innovations done to advance the company that has been built and maintain the quality of their products to help the marketing of products Indomie also has a product packaging that is safe, attractive and has a logo that is already known by the community.
Based on the analysis, the writer has got the conclusion 1) There is positive influence from Innovation to Brand Equity. 2) There is a positive effect of Product Quality on Brand Equity . 3) There is a positive influence of Packaging on Brand Equity . 4) There is a positive influence of Innovation on Customer Loyality. 5) There is a positive influence of Product Quality on Customer Loyalty . 6) There is a positive effect of Product Quality on Customer Loyalty
Keywords: Brand Equity, Innovation, Packaging, Product Quality, Customer Loyalty