PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN MIE INSTAN INDOMIE

Wijaya, Jonathan Widarta (2026) PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN MIE INSTAN INDOMIE. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze and examine the influence of Electronic Word of Mouth (e-WOM) and Brand Image on customer loyalty toward Indomie instant noodles. The variables used in this study are Electronic Word of Mouth (X1), Brand Image (X2), and Customer Loyalty (Y) toward Indomie instant noodles. The data used are primary data collected through questionnaires. The population in this study includes all consumers of Indomie instant noodles who have made repeat purchases and consumed Indomie instant noodles. The sampling technique employed was non-probability sampling, resulting in 100 respondents who consume Indomie instant noodles. Hypothesis testing was conducted using multiple linear regression analysis. The results of the study indicate that Electronic Word of Mouth and Brand Image have a positive and significant effect on customer loyalty toward Indomie instant noodles.

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