Syntax Literate: Jurnal Ilmiah Indonesia
Jurnal Ilmiah Indonesia

Anteseden Brand Loyalty pada Produk Milo

Nafisya Eghie Rachmawaty (Fakultas Ekonomi dan Bisnis Universitas Trisakti)
Salsabila Budiansah (Fakultas Ekonomi Dan Bisnis, Universitas Trisakti)
Sri Vandayuli Riorini (Fakultas Ekonomi Dan Bisnis, Universitas Trisakti)

Article Info

Publish Date
25 Aug 2023

Abstract

This study aims to test and analyze Brand Loyalty Antecedents on Milo Products. The sample used in this study were consumers of Milo products. The number of data in this study were 201 respondents and collected by purposive sampling method. The test was carried out using the Structural Equation Model (SEM) method. The independent variables in this study are CSR, Ethics, and Green Marketing. The dependent variable is Brand Image. In addition, the mediating variable is Brand Image. The results of this study are (1) CSR does not have a positive effect on Brand Image, (2) Ethics has a positive effect on Brand Image, (3) Green Marketing has a positive effect on Brand Image, (4) Brand Image has an effect positive towards Brand Loyalty.

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Journal Info
Syntax Literate: Jurnal Ilmiah Indonesia
Website

Abbrev

syntax-literate

Publisher

Syntax Corporation Indonesia

Subject

Humanities Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

Description

Syntax Literate: Jurnal Ilmiah Indonesia is a peer-reviewed scientific journal that publishes original research and critical studies in various fields of science, including education, social sciences, humanities, economics, and engineering. The journal aims to provide a platform for researchers, ...