ANANALYSIS ON THE BRAND LOYALTY OF BOTTLED WATER IN JAKARTA (CASE STUDY: AQUA)

Abstract

Brand loyalty generates market advantages for the brand owner, especially in an extremely
competitive market such as the highly developed bottled water industry in Indonesia. This study investigates
the construction of brand loyalty from the impressions, experiences, and functions provided by a product.
The four elements of brand loyalty have been adopted based on previous studies, which are brand trust,
brand affect, brand image, and brand awareness. A purposive sampling method was applied and data on 100
customers of Aqua (the market leader of bottled water in Indonesia) was collectedto survey the influence of
four brand dimensions towards brand loyalty in the context of purchasing the Aqua brand. The statistical
analysis results using SPSS 20.0 confirmed that only brand trust and brand affect had a significant influence
on brand loyalty. This study postulates cognitive factors such as brand image and brand awareness
insignificantly stimulate brand loyalty. Instead, brand owners should consider employing brand trust and the
brand affect strategy as an essential marketing activity in forming loyalty in the context of bottled water
products in a highly developed market such as in Indonesia.