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Correlation Between Brand Loyalty and Impulse Buying on Sariwangi Tea Pt

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Correlation Between Brand Loyalty and Impulse Buying on Sariwangi Tea Pt CORRELATION BETWEEN BRAND LOYALTY AND IMPULSE BUYING ON SARIWANGI TEA PT. UNILEVER By: Yoshua Wira Atmaja ID No: 011200800065 A thesis presented to the Faculty of Economics President University in partial fulfillment of the requirements for Bachelor Degree in Economics Major in International Business President University Cikarang Baru Bekasi, Indonesia January 2012 THESIS ADVISER RECOMMENDATION LETTER This thesis entitled “CORRELATION BETWEEN BRAND LOYALTY AND IMPULSE BUYING ON SARIWANGI TEA PT. UNILEVER.” Prepared and submitted by Yoshua Wira Atmaja in partial fulfillment of the requirements for the degree of Bachelor Degree in Economics - Major in Management – International Business, has been reviewed and found to have satisfied the requirements for a thesis fit to be examined. We therefore recommend this thesis for Oral Defense. Cikarang, Indonesia, 11 January 2012 Acknowledged by: Recommended by: Irfan Habsjah, MBA, CMA. Ir. Erny Estiurlina Hutabarat, MBA. Head of Management Study Program Thesis Advisor i PANEL OF EXAMINERS APPROVAL SHEET Herewith, the Panel of Examiners declare that the thesis entitled “CORRELATION BETWEEN BRAND LOYALTY AND IMPULSE BUYING ON SARIWANGI TEA PT. UNILEVER” submitted by Yoshua Wira Atmaja majoring in (Management – International Business), faculty of Economics was assessed and approved to have passed the Oral Examination on March 6th, 2012. Chair - Panel of Examiner Aditia Rusmawan, M.Sc. Chairman Ir. Erny Estiurlina Hutabarat, MBA Examiner 1 Drs. Jozef Raco, MSc., M.A. Examiner 2 ii DECLARATION OF ORGINALITY I declare that this thesis, entitled “CORRELATION BETWEEN BRAND LOYALTY AND IMPULSE BUYING ON SARIWANGI TEA PT. UNILEVER” is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree. Jakarta, Indonesia, 13th January 2012 Yoshua Wira Atmaja iii ABSTRACT This study is about to analyze consumer behavior about Brand Loyalty and Impulse buying for buying Sariwangi Tea in indomaret west boulevard, Kelapa Gading, North Jakarta. This study aims to determine the relationship with brand loyalty on consumer impulse buying Sariwangi tea. In general, brand loyalty and consumer impulse buying Sariwangi tea is good. In this study used primary data obtained from questionnaires directly to the 50 (fifty) customers who purchase tea products Sariwangi. The questionnaire consisted of various statements about consumers' assessment of brand loyalty and impulse buying. Having tested the validity and reliability, followed by a descriptive analysis, test the product moment correlation and hypothesis testing using the test Z. The purpose of testing is to determine which items are statements that could represent the brand loyalty and impulse buying consumer minds between brand loyalty with impulse buying on Sariwangi tea products. The suggestions are given for brand loyalty is a factor as the producer PT Unilever Tea Sariwangi should be to keep doing new innovations, given the competition in this industry are very tight with the emergence of new arrivals and maintaining product quality assessed both by consumers and create loyal towards the brand. As for impulse buying factor that was considered quite good, PT Unilever more attention to the attitudes of consumers and create better strategies so that when consumers in any condition they are still buying or choosing Sariwangi tea. iv ACKNOWLEDGEMENT First of all I would like to thank to the greatest Tuhan Yesus Kristus for the blessing and gave me the strength to finish this thesis. I would like to deliver my appreciation to all people that always given me support to finish my study in President University, especially to: 1. All of my family, my mom, my dad. Thank you for the support and love that given to me. 2. My thesis adviser, Miss Erny Hutabarat for her patience to give me direction, advices, supports to finish this thesis. 3. My Girlfriend Wendy for accompanied me during the thesis consultation. 4. All of my dormitory and President Universiy friends: Havel Arnold, Denny Halim, Christian Jonathan, Dewa Arya, Derian Muljadi, Dennis Gazali, Daniel Suryajaya, Roy Aurick, Justin Ryvan, Christian Andreas, Albert Japri, Adiputra, Andreas Christian Sukiman, and XuChangkuan. 5. My Sugar Free band Rizky Fauzi, Fransiskus Felix, and Rinaldy. 6. My Mailto Band Denny, Adi, Teddy, Thero, Andrew, aki, Anis. 7. Committee of Farewell & Gathering International Business 24-11-2011 for the hot and rocks party. 8. All of my friends in other majors which i cannot mention one by one. Regards, Yoshua Wira Atmaja v TABLE OF CONTENT Title .................................................................................................................................. Thesis Advisor Recommendation Sheet ...................................................................... i Panel of Examination Approval Sheet ....................................................................... ii Declaration of Originality .......................................................................................... iii Abstract ........................................................................................................................ iv Acknowledgement ........................................................................................................ v Table of Contents ........................................................................................................ vi List of Tables ............................................................................................................. viii List of Figures .............................................................................................................. ix Chapter I Introduction .................................................................................................................... 1 1.1 Background Of Study .............................................................................................. 1 1.2 Company Profile ...................................................................................................... 3 1.3 Problems Identified .................................................................................................. 4 1.4 Statement Of Problem .............................................................................................. 4 1.5 Research Objectives ................................................................................................. 4 1.6 Significance Of The Study ....................................................................................... 4 1.7 Theoretical Framework ............................................................................................ 5 1.8 Scope And Limitation .............................................................................................. 6 1.9 Hypothesis................................................................................................................ 6 1.10 Definition Of Terms ............................................................................................... 6 Chapter II Literature Review ........................................................................................................... 7 2.1 Marketing ................................................................................................................. 7 2.2 Brand ........................................................................................................................ 7 2.3 Brand Loyalty .......................................................................................................... 9 2.4 Purchase ................................................................................................................. 14 2.5 Impulse Buying ...................................................................................................... 14 Chapter III Methodology ................................................................................................................ 17 3.1 Research Method ................................................................................................... 17 3.2 Research Instruments ............................................................................................. 17 3.2.1 Dimensions and Indicators of Brand Loyalty ....................................... 18 3.2.2 Dimensions and Indicators of impulse Buying ..................................... 19 3.3 Sampling Design .................................................................................................... 20 3.3.1 Population ............................................................................................. 20 3.3.2 Sample ................................................................................................... 20 3.3.3 Data ....................................................................................................... 21 3.4 Data Collection Techniques And Data Processing Techniques ............................. 21 3.4.1 Data Collection Techniques .................................................................. 21 3.4.2 Data Processing Techniques ................................................................. 22 3.4.3 Data Analysis Techniques ..................................................................... 26 3.5 Hypothesis Testing ................................................................................................. 29 3.6 Limitations ............................................................................................................
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