THE INFLUENCES OF INDOMIE'S "HYPEABIS KEBAB RENDANG" ADVERTISEMENT MESSAGE TO INDOMIE'S BRAND LOYALTY (SURVEY ON INDOMIE CUSTOMERS)

Abstract

This study aims to explain Indomie’s “HypeAbis Kebab Rendang” advertisement message influences to the Indomie’s Brand Loyalty. This research is a quantitative with positivistic paradigm. The positivistic paradigm used to confirm the causal relationship for presume social events in daily life. The method used in this study is survey, and the type of this study is explanatory research. Explanatory research is used for knowing the causal relationship between the variables that will to be analyzed through hypothesis testing. Data collection was obtained from spreading the questionnaire to at least 96 respondents. The validity test in this research was analyzed using the Pearson Product Moment. The reliability test that being used is the Cronbach Alpha techniques, which advertisement instrument has a reliability value of 0,93 and brand loyalty instrument has a reliability value of 0,92. The results of this study was procured with the Simple Linear Regression techniques and indicate that the three indicators of advertisement message which are To Inform, To Persuade, and To Remind, have the influence to the brand loyalty as many as 0,585 or 58,5%. The respondents understand about information related to the taste of Indomie’s “HypeAbis Kebab Rendang” after watching the advertisement. Besides that, the respondents also show answers that inclined to be high or agreeing the statement that they bought and ate Indomie’s “HypeAbis Kebab Rendang” after watching the advertisement.