The Impact of Product Quality, Promotion and Brand Image on Brand Loyalty and Impulse Buying Consumer Oriflame in Jember
Journal Title: International Journal of Business and Management Invention - Year 2017, Vol 6, Issue 12
Abstract
Company of Oriflame specially consultant representing tip of lance at marketing, so require to apply theory of brand loyalty and impulse buying to improve the amount of sale. Therefore, require to check how influence of quality of product, brand image and promotion to brand loyalty and impulse buying at product consumer of Oriflame. This research conducted at 61 respondend product consumer of Oriflame in Jember and variable is the quality of product, promotion, Brand Image, brand loyalty and impulse buying . Data Research analysed by Partial Least Square (PLS).The result of this research is the statement that quality of product don’t have an effect to brand loyalty, promotion have an effect to brand loyalty, brand image have an effect to brand loyalty, brand loyalty don’t have an effect impulse buying, quality of product don’t have an effect to impulse buying, promotion have an effect to impulse buying impulse and brand image have an effect to impulse buying. While most having an effect on variable to brand loyalty is brand image and most having an effect to impulse buying is promotion.
Authors and Affiliations
Hotimah Siti Husnul1 ,, Irawan Bambang2 ,, Sularso R. Andi3
Keywords
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