Pengaruh Brand Image dan Karakteristik Pembaca pada Loyalitas Merek Kompas

The study is aimed at identifying 1) Kompas�s brand image compared with other newspapers (Sindo, Media Indonesia, Jawa Pos), 2) whether Kompas�s brand image influenced the mark loyalty among the educated and uneducated people, 3) whether the demography characteristics (age, gender and income) of the consumers influenced the mark loyalty to daily Kompas. The study was conducted in Yogyakarta involving 200 respondents and the data was collected using questionair. The data was analyzed using multiple regression technique 17 and MDS (multidimensional Scalling) technique. The result indicated 1) Kompas�s brand image Kompas was higher and better compared to other newspaper, followed by Sindo in the second place and Media Indonesia and Jawa Pos in the third and fourth places, respectively, 2) Kompas�s brand image positively affected the mark loyalty viewed from the reader�s education, that is 85.9%, 3) demographic characteristics (age, gender and income) of the readers generally influenced the mark loyalty to the daily Kompas. This was viewed from the gender and income which possessed the less Asymp Sif. 0.000 and the significance level of 0.05, except the age which had the bigger Asymp. Sig of 0.429 and the significance level of 0,05. Manager implication 1). Kompas should maintain and improve the brand image. They should cleverly design the new marketing and new product innovation which is increasingly satisfying to the readers. 2) Kompas should actively take part in the events in the large cities, to strengthen the brand image of the competitor. 3) It should create the product innovation which is closely related with technology, such as Kompas e-reader, e-paper, etc to accommodate the readers� interest in the internet