Year: 2024
Type: article
Abstract: The bottled drinking water business is a highly competitive business. This is because people nowadays prefer practical things. In addition, some areas in Indonesia are experiencing a clean water crisis. In this highly competitive industry, AQUA needs to maintain customer satisfaction so as to create customers who are loyal to the AQUA brand. This research aims to analyze brand loyalty and marketing strategies of AQUA. For sampling techniques using purposive sampling. Analysis of research data using brand loyalty level analysis consisting of Switcher analysis, habitual buyer analysis, satisfied buyer analysis, liking the brand analysis and committed buyer analysis with the calculation of mean, standard deviation and percentage. AQUA is at the satisfied buyer and liking the brand level. Both have a value of 98% with an average value of 4.16, which is a good category. Relationship marketing strategies and loyalty rewards are expected to increase brand loyalty in AQUA customers
Institution: Universitas Bina Sarana Informatika
Language: English
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405894930