유통과학연구 (Journal of Distribution Science)

한국유통과학회 (Korea Distribution Science Association)
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Factors Influencing Brand Loyalty in the Distribution of Indonesian FMCG Product

  • Hendra CRISWANTO (Communications Department, Strategic Marketing Communications, Bina Nusantara University) ;
  • Ricardo INDRA (Communications Department, Strategic Marketing Communications, Bina Nusantara University) ;
  • Muhammad Diast REYHANRAFIF (Communications Department, Strategic Marketing Communications, Bina Nusantara University) ;
  • Astika Prima NITULAR (Communications Department, Strategic Marketing Communications, Bina Nusantara University)
  • 투고 : 2024.05.21
  • 심사 : 2024.12.05
  • 발행 : 2024.12.30
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초록

Objective: In Indonesia's dynamic FMCG industry, establishing brand loyalty is crucial. This study examines the impact of marketing strategies such as digital advertising, sales promotions, and effective distribution logistics on brand loyalty through customer satisfaction, focusing on the Wafer Tango brand. Methodology: Using a quantitative survey methodology, research finds that marketing strategies and distribution logistics influence customer satisfaction, with perceived quality having the most substantial effect. Customer satisfaction acts as a mediator, linking these strategies to brand loyalty. Findings: Prioritizing customer satisfaction is essential for fostering brand loyalty in Indonesia's FMCG market. Effective digital advertising, appealing sales promotions, and efficient distribution enhance customer satisfaction and brand loyalty. Maintaining high perceived quality is critical for brand success. Conclusion: The implications of this research are significant for FMCG companies in Indonesia, as it highlights the importance of customer satisfaction as a mediator in the relationship between marketing strategies and brand loyalty. Sales promotions significantly drive brand loyalty, while perceived quality influences it indirectly through customer satisfaction. Surprisingly, digital advertising lacks a statistically significant direct effect on brand loyalty or customer satisfaction. The study underscores the importance of effective distribution strategies to ensure marketing efforts reach the intended audience.

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