The Correlation Between Advertising Exposure and Brand Image with Consumer Loyalty of Clear Shampoo

Clear Shampoo is a shampoo that provide anti dandruff product with high quality for years, either in national level or International level. Along with so many new competitors that appear, made Top Brand Index (TBI) value of Clear Shampoo fluctuate from 2014 until 2017. This thing indicate that consumer loyalty of Clear Shampoo was decreasing along with the declining sales. Clear Shampoo doing attempts to maintaining the first position. Clear shampoo using advertising to instill the memory in consumer's mind. Clear shampoo appears with brand image as anti dandruff shampoo which is needed by Indonesian society. The aims of this research is to know the relationship between advertising exposure and brand image with consumer loyalty of Clear Shampoo. Sampling in this research was conducted by non probability sampling technique. Population in this research are society in the age of 18-35 years old. Sample in this research are as many as 100 respondents. Data analysis was conducted with the assistance of SPSS application with Kendall Tau-b correlation test. The results showed that there is relationship between advertising exposure and consumer loyalty of Clear Shampoo with significance value 0,000 and correlation value of Kendall Tau_b 0,486. It showed the strength of the relation is strong with positive direction relation. With the results, customer with high advertising exposure, having high consumer loyalty as well. On the contrary, consumer with low advertising exposure having low consumer loyalty. Then, there is relationship between brand image and consumer loyalty of Clear Shampoo with significance value 0,000 and correlation test value of Kendall Tau_b 0,581. It showed the strength of the relation which strong with positive direction relation. Based on that, if consumer have good brand image, so the consumer loyalty also will high. Contrarily, if consumer have bad brand image, the consumer loyalty will also low. Based on the result of the research, advertising and brand image of Clear Shampoo correlated with consumers loyalty. The advice that is given, some variant of Shampoo Clear products are not having their own advertising yet which explain about the products. Therefore, company can add several version of advertising from Clear Shampoo so the consumer know clearly the differentiation and benefits form each variants of Clear Shampoo