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All Journal JURNAL MANAJEMEN DAN PELAYANAN FARMASI (Journal of Management and Pharmacy Practice)
Feni Febrianti Wibowo
Fakultas Farmasi, Universitas Gadjah Mada, Yogyakarta
Health Professions Medicine & Pharmacology Public Health

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FACTORS AFFECTING BRAND LOYALTY OF PROMAG AND MYLANTA AMONG PHARMACY CUSTOMERS Feni Febrianti Wibowo; Samsubar Saleh; Sampurno Sampurno
JURNAL MANAJEMEN DAN PELAYANAN FARMASI (Journal of Management and Pharmacy Practice) Vol 5, No 1
Publisher : Faculty of Pharmacy, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/jmpf.24

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
Co-Authors Sampurno Sampurno Samsubar Saleh