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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis
Nurrahman, Iqbal
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Agriculture, Biological Sciences & Forestry

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Pengaruh Brand Image, Harga dan Kualitas Produk Terhadap Brand Loyalty Kecap Bango Nurrahman, Iqbal; Utami, Hesty Nurul; Suminartika, Eti; Saidah, Zumi
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 11, No 2 (2025): Juli 2025
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v11i2.17939

Abstract

The decline in Kecap Bango's Top Brand Index over recent years highlights the need for evaluating the factors influencing brand loyalty. This study aims to analyze the impact of brand image, price, and product quality on the brand loyalty of Kecap Bango. Data were collected through a survey of 80 respondents who are consumers of Kecap Bango at Toko X, Cirebon, and analyzed using multiple linear regression methods. The results indicate that brand image and price significantly influence brand loyalty, while product quality does not have a significant effect. Simultaneously, brand image, price, and product quality collectively have a positive impact on brand loyalty. These findings emphasize the importance of strengthening brand image and setting competitive pricing in building brand loyalty, ultimately supporting the enhancement of Kecap Bango's brand performance.
Analisis Dampak Covid-19 Terhadap Perubahan Perilaku Konsumen Hypermart Yudha, Eka Purna; Nurrahman, Iqbal; Modjo, Andhika Rangga Kusuma; Benyamin, Gamaliel
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 2 (2024): Juli 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i2.14010

Abstract

The Covid-19 pandemic has put pressure on various sectors in the world, including in Indonesia. Since the entry of the COVID-19 virus into Indonesia in March 2020, the government's efforts to prevent the spread of COVID-19 have been Large-Scale Social Restrictions (PSBB) which have had a significant impact on the Indonesian economy on the retail business in Indonesia. This study aims to see if there has been a change in Hypermart consumer behavior before and after the covid-19 pandemic, ranging from spending, shopping frequency, shopping time, to the vehicle used by using a research design in the form of a descriptive research design that uses a quantitative approach. Changes in Hypermart consumer behavior before and after covid-19, especially in average spending and shopping frequency. Where the average expenditure and frequency of shopping for Hypermart consumers after the pandemic tends to decrease when compared to before the covid-19 pandemic.
Co-Authors Benyamin, Gamaliel Eka Purna Yudha Eti Suminartika Hesty Nurul Utami Modjo, Andhika Rangga Kusuma Zumi Saidah