Prasettyo, Adi (2019) PENGARUH HARGA, KUALITAS PRODUK DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN (Studi kasus pada Plastic Container Makanan Toko Tupperware Pondok Kopi). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh harga, kualitas produk dan brand image terhadap loyalitas pelanggan Plastic Container Makanan Toko Tupperware Pondok Kopi, baik secara parsial maupun simultan. Strategi yang digunakan dalam penelitian ini adalah strategi penelitian asosiatif dengan metoda penelitian kuantitatif. Jumlah sampel adalah sebanyak sebesar 384 orang. Metode analisis data menggunakan analisis koefisien determinasi pengujian hipotesis (uji-t) dan (Uji-F). Alat untuk menghitung dan mengolah data menggunakan SPSS Versi 25.0. Hasil penelitian menunjukkan bahwa : (1) Secara parsial harga berpengaruh signifikan terhadap loyalitas pelangan pada Plastic Container Makanan Toko Tupperware Pondok Kopi (2) Secara parsial kualitas produk berpengaruh signifikan terhadap loyalitas pelangan pada Plastic Container Makanan Toko Tupperware Pondok Kopi (3) Secara parsial brand image berpengaruh signifikan terhadap loyalitas pelangan pada Plastic Container Makanan Toko Tupperware Pondok Kopi dan Secara simultan harga, kualitas produk dan brand image berpengaruh signifikan terhadap loyalitas pelangan pada Plastic Container Makanan Toko Tupperware Pondok Kopi. Kata Kunci : Harga, kualitas produk, brand image dan loyalitas pelanggan ABSTRACT The purpose of this study was to determine the effect of price, product quality and brand image on customer loyalty of the Tupperware Plastic Toko Pondok Kopi Food Container, both partially and simultaneously. The strategy used in this study is an associative research strategy with quantitative research methods. The number of samples was 384 people. The method of data analysis uses the analysis of the coefficient of determination of hypothesis testing (t-test) and (F-Test). Tool for calculating and processing data using SPSS Version 25.0. The results showed that: (1) Partially, the price significantly affected customer loyalty of Tupperware Toko Pondok Kopi Food Container (2) Partially the product quality had a significant effect on customer loyalty of Tupperware Toko Pondok Kopi Food Container (3) Partially brand image significantly influence customer loyalty to Pondok Kopi Tupperware Food Container Toko and Simultaneously price, product quality and brand image significantly influence customer loyalty to Tupperware Pondok Kopi Food Plastic Container. Keywords: Price, product quality, brand image and customer loyalty
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 10 Jan 2022 03:58 | ||||||||
| Last Modified: | 10 Jan 2022 03:58 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6747 |
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