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Peran Branding Image dalam Mempertahankan Loyalitas Pelanggan (Studi Kasus pada Produk Yakult)

Jurnal Peurawi: Media Kajian Komunikasi Islam · Vol. 7 No. 1 (2024) · hlm. 115–128

DOI
10.22373/jp.v7i1.23623
ISSN
2598-6031, 2598-6023
Terbit
2024-05-30
Penerbit
Ar-Raniry State Islamic University, Indonesia
Bahasa
eng

Abstrak

This research was conducted to find out the role of branding image played by Yakult products to maintain customer loyalty. The method used in this research is descriptive qualitative. The data collection technique in this research is by conducting interviews with people who consume Yakult products. The data analysis technique in this research uses data presentation techniques and drawing conclusions to determine the results of this research. The results of this research are that branding image plays an important role in maintaining customer loyalty. Brand image is very important in influencing consumer decisions. Effective packaging and good product quality can help maintain the brand image of Yakult and this can maintain customer loyalty to continue choosing Yakult as a health drink. It is hoped that the results of this research can contribute to Public Relations courses and have practical implications in better understanding the role of branding image in maintaining customer loyalty.

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8 penulis · 17 tautan kepenulisan bersama

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  • Universitas Islam Negeri Sumatera Utara
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Rekan penulisOrganisasiArtikel bersama
Faridah FaridahUniversitas Islam Negeri Sumatera Utara1
Muhammad Husni RitongaUniversitas Islam Negeri Sumatera Utara1

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Sumber metadata: OAI-PMH (metadata jurnal) https://jurnal.ar-raniry.ac.id/index.php/peurawi/oai, pertama di-harvest 7 Nov 2026, terakhir terlihat 7 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Peran Branding Image dalam Mempertahankan Loyalitas Pelanggan (Studi Kasus pada Produk Yakult)</dc:title>
	<dc:creator xml:lang="en">Nurhanifah, Nurhanifah</dc:creator>
	<dc:creator xml:lang="en">Verdiansyaf, Abdi</dc:creator>
	<dc:creator xml:lang="en">Lesmana, Cindy Satika</dc:creator>
	<dc:creator xml:lang="en">Zahra, Elvira</dc:creator>
	<dc:creator xml:lang="en">Handika, Muhammad Raditia</dc:creator>
	<dc:creator xml:lang="en">Daulay, Syahraini Puspa</dc:creator>
	<dc:subject xml:lang="en">branding image</dc:subject>
	<dc:subject xml:lang="en">loyalitas</dc:subject>
	<dc:subject xml:lang="en">yakult</dc:subject>
	<dc:description xml:lang="en">This research was conducted to find out the role of branding image played by Yakult products to maintain customer loyalty. The method used in this research is descriptive qualitative. The data collection technique in this research is by conducting interviews with people who consume Yakult products. The data analysis technique in this research uses data presentation techniques and drawing conclusions to determine the results of this research. The results of this research are that branding image plays an important role in maintaining customer loyalty. Brand image is very important in influencing consumer decisions. Effective packaging and good product quality can help maintain the brand image of Yakult and this can maintain customer loyalty to continue choosing Yakult as a health drink. It is hoped that the results of this research can contribute to Public Relations courses and have practical implications in better understanding the role of branding image in maintaining customer loyalty.</dc:description>
	<dc:publisher xml:lang="en">Ar-Raniry State Islamic University, Indonesia</dc:publisher>
	<dc:date>2024-05-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://jurnal.ar-raniry.ac.id/index.php/peurawi/article/view/23623</dc:identifier>
	<dc:identifier>10.22373/jp.v7i1.23623</dc:identifier>
	<dc:source xml:lang="en">Jurnal Peurawi: Media Kajian Komunikasi Islam; Vol. 7 No. 1 (2024): Jurnal Peurawi: Media Kajian Komunikasi Islam; 115-128</dc:source>
	<dc:source>2598-6031</dc:source>
	<dc:source>2598-6023</dc:source>
	<dc:source>10.22373/jp.v7i1</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://jurnal.ar-raniry.ac.id/index.php/peurawi/article/view/23623/9431</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2024 Cindy Satika Lesmana</dc:rights>
</oai_dc:dc>