Analisis Brand Credibility Dan Consumer Brand Characteristic Terhadap Brand Loyalty Pada Mie Instan Merek Indomie Di Soloraya

This study aims to analyze and discuss the effect of brand credibility and consumer brand characteristic on brand loyalty on instant noodles of the Indomie brand in Soloraya. The population in this study were all Indomie consumers in Soloraya with a sample of 200 respondents. Data collection techniques through the distribution of questionnaires. Analyis of the data in thiss study using Smart PLS 3.0. The sampling technique in this study uses purposive sampling and data testing technique used in this study include the outer model consisting of convergent validity, discriminant validity, composite reliability, cronbach’s alpha and multicollienarity test as well as the inner model consisting of coefficient determination, goodness of fit, effect size test (f2 ), and hypothesis testing. The results of this study indicate that brand credibility does not have a significant effect on brand loyalty and consumer brand characteristic have a significant effect on brand loyalty