Esther Lianawati H, 070946020 (2011) ANALISIS LOYALITAS KONSUMEN INTERNAL TERHADAP MEREK- MEREK PRODUK PT WINGS SURYA (STUDI KASUS PERILAKU KONSUMEN INTERNAL TERHADAP MEREK-MEREK PRODUK PT WINGS SURYA). Thesis thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Brand loyalty is one aspect of brand equity that a brand owner seeks for. Brand loyalty is directly correlated to the process of buying a product. A brand owner always strives to develop plans and strategies to obtain brand loyalty from its customer. One of commonly known mistakes made by a company is that they put tremendous amount of capital investment aiming to boost brand‟s loyalty for its external customer, when its own employees, internal customer, receive a little or no attention. They often consider their own employees as part of external customers; hence, the development of plan does not include internal customers‟ perspective. The problem that Wings Corp counters relate to how deep is the brand loyalty of its internal customer towards the numerous products that Wings Corp produce. The objective of this research is to figure out the behavior of Wing‟s employee (internal customer) in regards to the brand loyalty towards Wings‟ products. Methodology used in this research is a combination of both qualitative and quantitative. The approach that is essentially used for this study is qualitative. The quantitative side is obtained as a supplementary or secondary data. For quantitative method, survey in form of questionnaire is utilized for data collection. As for quantitative method, focus group discussion is mainly used for data collection. The result, derived from this research, is that internal customers do consume Wings‟ products, and they even recommend and influence others as well. The concept of brand loyalty correlating to the process of buying a product is also applicable to internal customer. However, brand loyalty for internal customer has its limitation as Wings‟ products are categorized as low involvement products, which mean that the level of customers‟ attachment to a product is low. In conclusion, the internal customers still consume only some of Wings‟ product, but not in all categories.

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