Corporate Reputation, Brand Image, and Brand Loyalty: Do They Influence Purchase Decision of an Artificial Sweetener Customers?

Abstract :

Indonesia is one of the countries with the highest number of diabetics in the world and diabetic in this archipelago became one of the deadliest diseases. Creating awareness about the dangers of diabetic could be an opportunity for producers of a sweetener product while offering a solution that is expected to establish the company's reputation. This study aims to examine the influence of corporate reputation and brand image on brand loyalty. A survey was conducted in modern markets in Jakarta and collected 250 useable data. Participants were selected purposively, those who bought more than once a specific sweetener product. Data were analysed using exploratory and structural equation model. This study found a significant effect of corporate reputation on brand image and brand loyalty, as well as brand loyalty on a purchase decision. This study discusses recommendations for practitioners and future research.