Abstract:
This study aims to measure and analyze the level of Brand Loyalty on Lifebuoy soap users in the city of Pekanbaru to be able to design the right strategy for the Lifebuoy.
The research was conducted on 100 respondents were distributed in all the districts in the city of Pekanbaru, using non-probability sampling technique. The method of data analysis is descriptive analysis using frequency distribution tables, mean, standard deviation and percentage.
From the test results of descriptive analysis of the obtained results for each level of brand loyalty, ie committed buyer for 39.25%; liking the brand amounted to 46.7%; satisfied buyers at 53.5%; habitual buyers by 57% and 35% switcher. Based on these results it can be seen that users of Lifebuoy soap is the biggest buyer habitual position in the pyramid brand loyalty.
Kind on the the real, we can give some sugestion to PT. Unilever for improving its marketing strategy in product strategy, advertising, promotion and distribution channels to reach consumers in Pekanbaru.
