Product Strategy and Promotion in Creating Brand Awareness and Consumer Loyalty

Abstract

Globalization is happening in the world today have consequences on the increasingly
fierce competition for a company of any good business field of industry, commerce, banking,
service industry, tourism and business sectors. For a financial institution, one of the most
important factors to increase customer satisfaction is to provide the best possible service to
the consumer or customer. It shows the importance of customer satisfaction as a reference
and objectives of each company's strategy to always maintain a sustainable manner even
have to be improved in terms of products, promotions, brand awareness to achieve the
expectations of the consumer. The purpose of this study were: 1) to assess and analyze the
effect of product strategy for brand awareness. 2) to assess and analyze the effect of
promotions on brand awareness. 3) to assess and analyze the effect of product strategy on
customer loyalty. 4) to determine and analyze the effect of the promotion effect on customer
loyalty. 5) to determine and analyze the effect of brand awareness on consumer loyalty.
From analysis and discussion that has diuraaikan can be concluded that 1) the product
strategy and significant positive effect on brand awareness, which means the higher the
product strategy, the better brand awareness. 2) the promotion of positive and significant
impact on brand awareness, which means that the enhanced promotion of the better brand
awareness. 3) the product strategy and significant positive effect on customer loyalty, which
means that the enhanced product strategy, the better consumer loyalty. 4) promotion of
positive and significant impact on customer loyalty, which means that the enhanced
promotion of the better customer loyalty.5) brand awareness and significant positive effect on
customer, which means that the enhanced brand awareness, the better consumer loyalty.

Keywords: product strategy, promotion, brand awareness, consumer loyalty