BRAND LOYALTY ANALYSIS OF A BRAND PRODUCT

Abstract

Abstracts This study aims to determine the level of consumer brand loyalty to a brand product. In this study, the aim is to find out the structure of the loyalty pyramid, which includes switchers, habitual buyers, satisfied buyers, liking of the brand, and committed buyers of Head & Shoulders brand shampoos.The results of the study show that: (1) Head & Shoulders brand shampoo has the most consumers at the committed buyer level, which is 91.25%, so it is concluded to be good. (2) The percentage  of switcher buyer, habitual buyer, satisfied buyer, liking of the brand, and committed buyer of Head & Shoulders brand shampoo  is 18.50%, 42.08%, 79.67%, 86.60%, and 91.25%, respectively, so that the arrangement of the loyalty pyramid is like an inverted pyramid. This indicates that the Head & Shoulders  brand has  strong brand equity.