The Influence of Product Variety, Brand Positioning and Brand Love on Customer Loyalty at Holland Bakery in Manado City

Yonathan Rian Sahanggamu; Djurwati Soepeno; Regina Saerang

doi:10.55927/fjas.v4i8.274

Authors

Yonathan Rian Sahanggamu Universitas Sam Ratulangi
Djurwati Soepeno Universitas Sam Ratulangi
Regina Saerang Universitas Sam Ratulangi

DOI:

https://doi.org/10.55927/fjas.v4i8.274

Keywords:

Product Variety, Brand Positioning, Brand Love, Customer Loyalty, Holland Bakery

Abstract

This study aims to analyze the impact of Product Diversity, Brand Position, and Brand Affection on Customer Loyalty at Holland Bakery in Manado City. This research adopts a quantitative approach by collecting data through questionnaires distributed to 100 students of Sam Ratulangi University Manado. The respondent criteria are those who have purchased Holland Bakery products more than five times in Manado City, with purposive sampling method. The collected data was analyzed using multiple linear regression. The findings of the study show that Product Diversity, Brand Positioning, and Brand Affection simultaneously have a positive and significant influence on Customer Loyalty, as evidenced by a calculated F-value of 34.610 (greater than 3.09) and a significance level of 0.000 (less than 0.05).

References

Ahuvia, Aaron C & Carrol, Barbara A. 2006. Some Antecedents and Outcomes of Brand Love. Market Lett, 17: 79-89.

Ambarwati, E, & Handoko, Y. (2020). Pengaruh Harga, Kualitas Produk, Dan Brand Love Terhadap Loyalitas Pelanggan Pada Minimarket Indomaret. Relasi: Jurnal Ekonomi, 16(1), 29-53.

Angelina, M, Ellitan, L, & Handayani, Y. I. (2023). Pengaruh Brand Image, Brand Love dan Brand Experience terhadap Brand Loyalty dengan Mediasi Brand Trust pada Kedai Mixue di Kota Surabaya. ULIL ALBAB: Jurnal Ilmiah Multidisiplin, 2(9), 3976-3985.

Ariningtyas, E. (2020). Menguji pengaruh keragaman menu, kualitas produk, store atmosphere, dan harga terhadap loyalitas pelanggan di Wedangan Jimboeng. Excellent, 7(1), 115-123.

Ariyono, K. Y. (2021). Purchase Decision: Is the Atmosphere Store, Location and Diversity of Products Caused? PROGRESS Conference, 4(1), 9–15.

Astuti, M, & Amanda, A. R. (2020). Pengantar Manajemen Pemasaran. Deepublish.

Buerero, A. (2024). Brand Love And Its Impact On Product Sustainability In The Market. Journal of Current Research in Business and Economics, 3(1), 379-421.

Carroll, B. A, & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2

Choirully, A. (2023). Pengaruh Brand Love Terhadap Loyalitas Merek Dengan Komunitas Merek Sebagai Variabel Mediasi Dalam Etika Bisnis Islam (Studi Pada Pengguna Smartphone Samsung Di Sukarame Bandar Lampung) (Doctoral Dissertation, Uin Raden Intan Lampung).

Doodoh, V. G, Soegoto, A. S, & Raintung, M. C. (2020). Analisis kualitas, keberagaman produk, dan harga terhadap kepuasan konsumen pada rm. Kios pelangi wakeke. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 8(3).

Faradila, S. M, Kusnadi, E, & Soeliha, S. (2022). Pengaruh Keragaman produk, Kualitas layanan Terhadap Keputusan pembelian Konsumen Shopee Pada Mahasiswa Fakultas Ekonomi Universitas Abdurachman Saleh Situbondo Dengan Minat Beli Produk Fashion Muslim Sebagai Variabel Intervening. Jurnal Mahasiswa Entrepreneur (JME), 1(2), 256–271.