Pengaruh Marketing Omnichannel dan Brand Awareness terhadap Brand Loyalty dari Konsumen Kopi Kenangan Ruko OCBC Jalan Setia Budi Medan

Abstract

The purpose of this study was to determine omnichannel marketing and brand awareness simultaneously and partially affect brand loyalty from consumers of Kopi Kenangan Ruko OCBC Jalan Setia Budi Medan. This type of research is quantitative. The population in this study are those who have bought Kopi Kenangan Ruko OCBC Jalan Setia Budi Medan. In this study, because the population in this study is unknown, the Lemeshow formula is used to determine the number of samples. So, the total number of respondents in this study were 96 consumers of Kopi Kenangan Ruko OCBC Jalan Setia Budi Medan. Data collection techniques in this study by conducting observations, interviews, documentation and distributing questionnaires. Data analysis techniques use validity, reliability and classical assumption tests. The data analysis method uses multiple linear regression with the help of the SPSS program. The results of this study state that omnichannel marketing and brand awareness have a positive and significant effect on brand loyalty from consumers of Kopi Kenangan Ruko OCBC Jalan Setia Budi Medan.