Instant noodles have become an indispensable part of Indonesian households, representing a convenient and affordable meal option that aligns well with the fast-paced lifestyle of modern consumers. The widespread of instant noodles as a commodity product and an essential part of Indonesian households presents a multifaceted challenge that warrants investigation. While instant noodles offer convenience and affordability, their increasing popularity raises concerns about sustainability, environmental impact, and potential health implications. However, the ease with which consumers can switch between different instant noodle brands primarily based on price consideration creates a competitive landscape where brand loyalty is at risk.
The objective of this study is to investigate further the development of consumers loyalty of Mie Sedaap instant noodles in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) area. The study uses quantitative methods, Specifically SEM (structural equation modelling) method and survey or questionnaires in September 2023. In total, 150 consumers of Mie Sedaap noodles in Jabodetabek area were given opinion questions regarding consuming Mie sedaap and their response was collected through an online survey.
The findings in general, the brand loyalty in FMCG sector is driven by the perceptions in the consumer mind created by various marketing action, such as purchase frequency, perceived quality, promotion and price. Brand trust also affecting brand loyalty through brand satisfaction. The result of this research provide empirical evidence that factor to drives brand loyalty for further study. By understanding it companies able to excel in these areas and position themselves as the preferred choice in the market.