Pengaruh Citra Merek dan Harga terhadap Loyalitas Konsumen pada Mixue di Daerah Istimewa Yogyakarta

Yasinta Defriani Astin; Nanda Novita Sari; Kristiana Sri Utami

doi:10.61132/rimba.v3i3.2045

Authors

Yasinta Defriani Astin Universitas Widya Mataram Yogyakarta
Nanda Novita Sari Universitas Widya Mataram Yogyakarta
Kristiana Sri Utami Universitas Widya Mataram Yogyakarta

DOI:

https://doi.org/10.61132/rimba.v3i3.2045

Keywords:

Brand Image, Price, Consumer Loyalty, Mixue, Marketing Strategy

Abstract

This study aimed to analyze the influence of price and brand image on Mixue consumer loyalty in Yogyakarta. Employing a quantitative approach with 50 respondents, data were collected through questionnaires and analyzed using multiple linear regression. Validity and reliability tests demonstrated a robust research instrument. Classical assumptions were met. The F-test indicated a significant simultaneous effect of price and brand image on consumer loyalty (p < 0.05). However, the t-test showed that only brand image had a significant partial effect (p < 0.05), while the effect of price was insignificant (p > 0.05). This finding has implications for Mixue's marketing strategy in Yogyakarta, emphasizing the importance of a strong brand image.

Downloads

Download data is not yet available.

References

Adi, S. (2022). Manajemen pemasaran: Strategi pemasaran berbasis digital. Deepublish.

Angelia, V. (2022). Analisis strategi pemasaran Mixue Ice Cream & Tea dalam menarik minat konsumen di masa pandemi [Skripsi, Universitas Kristen Maranatha]. Universitas Kristen Maranatha Repository.

Bailey, L., & Milligan, T. (2022). The power of branding: How to build a strong brand in the digital age. Pearson Education.

Hurriyati, R. (2023). Bauran pemasaran dan loyalitas konsumen. Alfabeta.

Kahya, H. (2018). Manajemen pemasaran: Konsep dan aplikasi. Kencana.

Keller, K. L., Lane, K., & Swaminathan, V. (2020). Strategic brand (5th ed.). Pearson Education.

Kementerian Komunikasi dan Informatika Republik Indonesia. (2023, Maret 15). Industri makanan dan minuman tumbuh positif, pemerintah perkuat daya saing. https://kominfo.go.id

Monroe, K. B. (2022). Pricing: Making profitable decisions. McGraw-Hill Education.

Mudfarikah, R., & Dwijayanti, F. (2021). Pengaruh harga dan kualitas produk terhadap loyalitas konsumen pada Kedai Kopi XYZ. Jurnal Ilmu Ekonomi dan Bisnis, 15(2), 112–125.

Nasution, M. N., Zulkifli, R., & Harahap, R. (2020). Manajemen pemasaran kontemporer. Perdana Publishing.

Nurmillatina. (2021). Manajemen pemasaran: Membangun loyalitas pelanggan. Prenada Media.

Priansa, D. J. (2021). Manajemen pemasaran: Strategi pemasaran era digital. CV Pustaka Setia.

Sinamora, R. (2023). Pemasaran jasa: Membangun keunggulan kompetitif. [Penerbit tidak disebutkan].

Suryati, L. (2022). Analisis strategi ekspansi Mixue Ice Cream and Tea di Indonesia [Skripsi, Universitas Gadjah Mada]. Universitas Gadjah Mada Repository.