Brand Loyalty (Loyalitas Merek) : Definisi dan Tingkatan Loyalitas Merek (Brand Loyalty)

Acker (1997: 56) describes brand loyalty as a relationship associated with a brand . This measure may indicate the impossibility of switching to another brand offered by its competitors, especially when the brand, price and other characteristics change. Trademark A very legitimate buyer will not be able to move from one purchase to another under any brand name. As a client's branding reputation grows, so does the risk of being targeted by competing brands. Thus, brand loyalty is one of the key indicators of brand equity , which is clearly linked to sales opportunities, which is a guarantee of the company's profitability in the future.

According to Mowen (1995: 533), brand loyalty is measured by how positively a customer feels about a brand, is committed to it, and is determined to continue buying in the future. Thus, the integrity of the brand directly depends. From customer satisfaction to brand satisfaction.
This means that brand legitimacy is the level at which customers feel positively about a product , are committed, and promise to continue buying products in the future. Thus, brand legitimacy directly affects consumer satisfaction with a particular brand.

According to Aceel (70) of Brain Loyalty: “Brand loyalty is a positive attitude and consistency in buying a brand over time. Brand loyalty reflects a positive attitude and makes you buy the brand again and again.

According to Sheffman (227), brand legitimacy speaks for itself: “Product loyalty is measured not by product quality but by purchase consistency. Trust in this brand is measured by its attitude towards repeat purchases.
In the words of Zalman (1979: 288), "the puppet brand is repetition." This is a type of loyalty with a recurring brand.

Although they offer many alternative brands that offer more prominent features from different angles, they tend to be loyal customers who continue to buy the brand. If multiple customers of a brand fall into this category, then the brand has strong value.

Brand legitimacy level
There are several levels of brand loyalty. Each level represents a marketing challenge to be faced as well as assets to be used. The steps are as follows (Aaker, 1997, p. 58) ፡

- On off
Customers at this level of loyalty are said to be higher level customers. Consumers are more likely to switch from one brand to another as buyers are unwilling or unwilling to brand. At this stage, they consider it sufficient and their role in decision-making is very small. The weird thing about this type of customer is that you buy a product because it's cheaper.

- Regular shoppers (Regular shoppers)
Shoppers in this jurisdiction can be classified as shoppers happy with the food they eat, or at least inexperienced. At this stage, there is basically no reason to be interested in buying or changing another brand, especially if you want to trade or shout about it. So it's entirely possible that these buyers are buying the brand according to their culture.

- Satisfied rulers through creation (satisfied rulers)
At this stage, buyers fall into the category in which they use the brand, even if they transfer their purchases to other brands with the same subscription fee. The desire to attract buyers who fall into this level of loyalty by offering various benefits that cover Lineay's expenses to cover the expenses of buyers who fall into this category.

- Loves the brand.
Buyers that fall into this category are those who truly love the brand. At this stage, emotions associated with the brand are discovered. Buyer preference may be based on associations with a brand that may have been used in the past for personal or relative use or high quality. But often this special feeling is hard to find and it takes some form to put something into something.

- Decisive Rulers
At this stage, the buyer is a permanent customer. As a brand user, even a short name will be very important to them in terms of their real face. At this stage, one of the functions of legitimacy is to consult and visit another person.