JOSR: Journal of Social Research
January 2022, 1 (2), 124-127
p-ISSN: 2827-9832 e-ISSN: 2828-335x
Available online at http:// https://ijsr.internationaljournallabs.com/index.php/ijsr
http://ijsr.internationaljournallabs.com/index.php/ijsr
THE INFLUENCE OF MR.ONE'S DRINKING PRODUCTS BUSINESS
IMAGE ON CONSUMER LOYALTY
Muhammad Khairul, Nuri Aslami
Universitass Islam Negeri Sumatera Utara
muhammadirul847@gmail.com , nuriaslami@uinsu.co.id
Abstrak (Indonesia)
Received: January 3
rd
, 2022
Revised : January 12
th
, 2022
Accepted: January 21
st
, 2022
Latar Belakang: Perkembangan era globalisasi saat ini
membuat persaingan semakin ketat, kita tidak hanya berlomba-
lomba dalam berbisnis tetapi juga dalam berkomunikasi.
Karena penggunaan bahasa untuk berkomunikasi dengan
kompetitor tidak hanya berasal dari dalam negeri tetapi dari
seluruh negara di dunia. Sebagai faktor utama dalam kepuasan
dan loyalitas, kualitas dan citra layanan telah banyak mendapat
perhatian.
Tujuan: Untuk menganalisis pengaruh citra bisnis produk
minum Mr. One terhadap loyalitas konsumen.
Metode: Penelitian ini menggunakan sampel sebanyak 50
responden dan menganalisis data menggunakan structural
equation modeling.
Hasil: Temuan mengungkapkan bahwa kualitas layanan dan
citra perusahaan adalah anteseden dari kepuasan pelanggan,
tetapi kepuasan pelanggan secara mengejutkan tidak memiliki
efek positif dan signifikan terhadap loyalitas pelanggan.
Kesimpulan: Implikasi bagi penyedia layanan dalam industri
layanan platform apa pun adalah bahwa kepuasan pelanggan
tidak memiliki kunci keberhasilan untuk loyalitas tetapi terus
meningkatkan kualitas layanan dan citra kepuasan perusahaan,
tetapi menciptakan loyalitas untuk membeli layanan dan
merekomendasikan kepada orang lain.
Kata kunci: kualitas layanan, citra perusahaan, kepuasan
pelanggan, loyalitas pelanggan
Abstract (English)
Background: The development of the current era of
globalization makes the competition increasingly fierce, we
not only compete in doing business but also in
communicating. Because the use of language to communicate
with competitors does not only come from within the country
but from all countries in the world . As a primary factor in
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The Influence of Mr.One's Drinking Products Business Image on Consumer Loyalty 125
satisfaction and loyalty, service quality and image has been
given a lot of attention.
Objective: To analyze the influence of Mr. One’s drinking
products business image on consumer loyalty.
Methods: This research used a sample of 50 respondents and
analyzed the data using structural equation modeling.
Results: Findings reveal that service quality and corporate
image are antecedents of customer satisfaction, but customer
satisfaction surprisingly does not have a positive and
significant effect on customer loyalty.
Conslusion: The implications for service providers in any
platform service industry is that customer satisfaction has not
key success to loyalty but continuously improves the quality
of service and corporate image of satisfaction, but it creates
loyalty to buy services and recommend to others.
Keywords: service quality, corporate image, customer
satisfaction, and customer loyalty
*Correspondent Author : Muhammad Khairul
Email : muhammadirul847@gmail.com
INTRODUCTION
The ability to communicate in English requires a course institution to learn how to
communicate using English correctly. More and more emerging new businesses are
increasingly trending today. This is especially true for students whose competition is
intense because consumers tend to be more critical and are faced with many choices. So
every company must always try to give a good image to its consumers. Every company has
an image, whether consciously or not, has been attached to the company (Mukherjee,
2018).
The image does not come by itself but is shaped by the community, from the
company's communication and openness efforts in an effort to build the expected good
image. MR Drinks. ONE is one of the contemporary beverage businesses which is very
interesting and favored by many millennial youths who like to hang out. Apart from that
MR. ONE has programs to create quality drinks at low prices. MR.ONE as a new category
institution must have many challenges in running its business including having to always
design MR.ONE in order to build a brand image in marketing activities and carry out
activities that support marketing to strengthen the brand.
According to Schiffman and Kanuk, customer satisfaction is the individual's
perception of the performance of the product or service in relation to his or her expectations.
Customer satisfaction is an individual's perception of the performance of goods or services
related to customer expectations (Tendai & Crispen, 2009).
Customer satisfaction is the customer's perception that his expectations have been
met or exceeded (Ok, Suy, Chhay, & Choun, 2018). Customer satisfaction means the
comparison between what consumers expect and what consumers feel when using the
product. If consumers feel that the product's performance equals or exceeds their
Muhammad Khairul, Nuri Aslami / JOSR: Journal of Social Research, 1(2), 124-127
The Influence of Mr.One's Drinking Products Business Image on Consumer Loyalty 126
expectations, it means they are satisfied. Conversely, if the product's performance is less
than their expectations, it means they are not satisfied. Satisfaction is the level of a person's
feelings after comparing the performance or results he feels with his expectations (Kau &
Loh, 2006).
According to Tjiptono, consumer satisfaction is a situation shown by consumers
when they realize that their needs and desires are as expected and well fulfilled (Tjiptono,
2008). Meanwhile, according to the journal, customer satisfaction is the level of one's
feelings after comparing the perceived performance (results), compared to expectations
(Rambe, Maksum, & Yasin, 2017).
Brand strength involves two things, namely consumer perception of the brand and
consumer loyalty to the use of the brand. Along with the development of competition
between modern beverage businesses with various advantages aimed at increasing sales
volume, regaining a market that has been declining, and to maintain the market that has
been obtained is a challenge that must be faced.
METHOD
Research variables are basically everything in any form that is determined by the
researcher to be studied so that information is obtained about it, then conclusions are drawn.
The variables used in the study can be classified into: independent variables (independent),
namely variables that explain and influence other variables, and dependent (bound)
variables, namely variables that are explained and influenced by independent variables.
Quantitative research is a process of finding knowledge that uses data in the form
of numbers as a tool to analyze information about what you want to know (Naryoso, 2020)
Operational definition is defined operationally based on the observed
characteristics that allow researchers to make observations or measurements carefully on
an object or phenomenon.
Population and Sample
The population is 50 people MR.one consumers. The sample was taken because it
was impossible for the study to examine all members of the population. So the researcher
will distribute questionnaires to 30 MR customers. one
Likert scale is used to measure attitudes, opinions, and perceptions of a person or
group of people about social phenomena. To determine the measurement of respondents'
answers in this study, using a research in the form of a questionnaire, which was measured
using a Likert scale (Likert's Summated Rating). This data collection technique, the authors
collect data and information through research with the techniques used are questionnaire
and field research.
RESULT AND DISCUSSION
The result of data processing R2 value is 0.480. This value can be seen that
consumer loyalty is influenced by company image, product image and user image by 0.480.
This means that consumer loyalty is explained by company image, product image and user
image by 48% and the remaining 52% is explained by other factors not examined.
The Effect of Corporate Image on Consumer Loyalty From the results of research
conducted by researchers, the results of a partial test (t test) between the Corporate Image
variable and the Consumer Loyalty variable show a t-count value of 3.574, a regression
coefficient of 0.358 and a probability value of 0.001 which is smaller than 0.05 this means
that the Company's Image has a positive effect on Consumer Loyalty.
Muhammad Khairul, Nuri Aslami / JOSR: Journal of Social Research, 1(2), 124-127
The Influence of Mr.One's Drinking Products Business Image on Consumer Loyalty 127
The Effect of User Image on Consumer Loyalty From the results of research
conducted by researchers, the results of a partial test (t test) between the User Image
variable and the Consumer Loyalty variable show a t-count value of 2.547, a regression
coefficient of 0.260 and a probability value of 0.013 which is smaller than 0, 05 this means
that User Image has a positive effect on Consumer Loyalty and has a constant value for
every 1% increase in User Image that affects Consumer Loyalty.
The Effect of Product Image on Consumer Loyalty From the results of research
conducted by researchers, the results of a partial test (t test) between the User Image
variable and the Consumer Loyalty variable show a tcount value of 2.175, a regression
coefficient of 0.260 and a probability value of 0.033 which is smaller than 0.05. This means
that User Image has a positive effect on Consumer Loyalty and has a constant value for
every 1% increase in User Image that affects Consumer Loyalty.
CONCLUSION
The results of research conducted by researchers, the results of testing the variables
of corporate image, user image, and product image simultaneously have a positive effect
on consumer loyalty as evidenced by the F value. count of 8.139 with a significance value
of 0.000. Based on the results of the discussion above, it can be concluded that the corporate
image variable is a variable that is more dominant in influencing and being considered by
consumers in choosing MR.ONE. MR.ONE who has trust in the eyes of consumers and
makes a good brand image among young people.
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© 2022 by the authors. Submitted for possible open access publication under the
terms and conditions of the Creative Commons Attribution (CC BY SA)
license (https://creativecommons.org/licenses/by-sa/4.0/).
