FACTORS AFFECTING BRAND LOYALTY OF PROMAG AND MYLANTA AMONG PHARMACY CUSTOMERS

https://doi.org/10.22146/jmpf.24

Feni Febrianti Wibowo(1*), Samsubar Saleh(2), Sampurno Sampurno(3)

(1) Fakultas Farmasi, Universitas Gadjah Mada, Yogyakarta
(2) Fakultas Ekonomika dan Bisnis, Universitas Gadjah Mada, Yogyakarta
(3) Fakultas Farmasi, Universitas Gadjah Mada, Yogyakarta
(*) Corresponding Author

Abstract


Brand loyalty is an important concept among the competitive market of pharmaceutical industry. Strong brand loyalty willencourage customers to make a commitment on repeat buying and recommend that brand to others. The study aimed to analyze thefactors that affect consumer loyalty toward ulcer medicines, namely Promag and Mylanta.The study was a correlational study. Respondents were 200 pharmacy customers, divided into 100 customers who had been consumed Promag and 100 customers who had been consumed Mylanta. The research instrument used a questionnaire with Likert scale. Data wereanalyzed using multiple linear regression test.The results showed that the brand reputation, brand predictability, brand competence, trust in the company, and brand likingsimultaneously had a significant effect on both the brand loyalty of Promag (R2= 0,962) and Mylanta (R2= 0,931). To sum up, the brandreputation, brand predictability, brand competence, trust in the company, brand liking and loyalty of Promag were higher thanMylanta.

Keywords: loyalty, Promag, Mylanta, brand


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DOI: https://doi.org/10.22146/jmpf.24

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