PENGARUH PENGALAMAN, KEPERCAYAAN, CITRA TERHADAP LOYALITAS MEREK DAN DAMPAKNYA TERHADAP SIKAP KONSUMEN PADA PERLUASAN MEREK OBAT FLU DAN BATUK

Abstract

The pharmaceutical sector in Indonesia has grown by 12.5% per year, as prescription
drugs, Over the Counter (OTC) medicines and dietary supplements (nutrition and vitamins) all
experience increased sales. Bodrex is one type of over-the-counter medication to overcome the
headache that has been well known and believed for more than 45 years by the people in Indonesia
and then innovate manufacturers to expand the brand by launching Bodrex Flu and Cough.IMS data
market shared Flu and Cough drug of Bodrex sales decline every year ie in 2013 amounted to 1.10%,
in 2014 amounted 0.89% and in 2014 amounted to 0.84%. The purpose of this research was to
determine the effect of marketing mix composed of product, price, promotion and place of the brand
loyalty so that the impact on consumer brand extension attitude. Questionnaire with closed questions
are used as design research instrument, and as many as 200 respondents were sampled in the
research. Methods of SEM (Structural Equation Modeling) is used as a technique of data analysis,
SPSS 16 and Lisrel 8.7 for windows was used to analysis the data obtained after the research. The
research shows that the experience, trust and image simultaneously influence the brand loyalty so
that the impact on consumer brand extension flu and cough drug eligible Goodness of fit. Partially
brand experience significantly influence brand loyalty with t values 2.12. Partially Brand Trust
affects loyalty because it has a t value of 0.97. Partially Brand Image significant effect on purchasing
decision because have value 2,93.Secara Partial Loyalitas significant influence to Consumer
Attitude on Brand Extension because have value 11,11.