ABSTRACT

ErientaWahyuningtyas. Influence of Private Brand Strategy Against Brand Loyalty In Brand Mineral Water Giant in Samarinda.The purpose of this study was to analyze. the influence of private brand strategy to brand loyalty in the mineral water brand giant in Samarinda. The sample used in this study is as much as 78 Giant brand of mineral water consumers in Samarinda.

The analytical tool used in this research is the analysis of multiple regression, Assumption Test Classical (Autocorrelation test, Test Multicolinearity, and Test Heteroskidastity, Normality Test) and the testing hipotensis which consists of T test (Test Analysis of Relationship partially) and F Test (Test Analysis Simultaneously relationship) with SPSS version 20. The selection procedure of the sample by using sampling acidentalcriteria.

Results from this study indicate that in partial product quality, price packaging significant positive effect on brand loyalty in the Giant brand of mineral water, while variable presentation and promotion of positive but not significant effect on brand loyalty in the Giant brand of mineral water. And studies simultaneously variable product quality, price, packaging, presentation and promotion of positive and significant effect on brand loyalty in the Giant brand of mineralwater.
Keywords: Private brand strategy, Brand loyalty.