Pengaruh Integrated Marketing Communication Dan Kualitas Produk Terhadap Loyalitas Konsumen Produk Gentle Gen Di Jakarta Barat

The Influence of Integrated Marketing Communication and Product Quality on Gentle Gen Product Consumer Loyalty in West Jakarta

Abstract

Brand growth in Indonesia's fast-moving consumer goods (FMCG) industry relies largely on attracting new buyers, making consumer loyalty a strategic challenge. Gentle Gen, a pioneer of plant-based detergent, runs intensive marketing communication, yet a preliminary survey revealed that more than one-third of respondents stay loyal because of promotions rather than product quality. Previous studies also report inconsistent findings on how these two factors affect loyalty. This study analyzes the effect of Integrated Marketing Communication (IMC), comprising television advertising, social media, and sales promotion, and product quality on consumer loyalty toward Gentle Gen in West Jakarta. A quantitative approach with a descriptive-causal design was employed. Of 204 questionnaires collected through purposive sampling, 175 responses were analyzed using multiple linear regression. The results show that IMC (β = 0.332) and product quality (β = 0.384) positively and significantly affect consumer loyalty, both partially and simultaneously, jointly explaining 40.7% of its variance. Product quality is the relatively stronger determinant, while IMC complements it by sustaining brand presence in consumers' minds. These findings imply that consistent quality should serve as the foundation of loyalty, while marketing communication should reinforce product value rather than replace it.