PENGARUH KEANEKARAGAMAN PRODUK, CITA RASA, LOKASI PRODUK DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN PRODUK IPPO FRIED CHICKEN (Studi Kasus Pada Konsumen IPPO Fried Chicken, di Bekasi Utara)

Algerio, Muhammad (2022) PENGARUH KEANEKARAGAMAN PRODUK, CITA RASA, LOKASI PRODUK DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN PRODUK IPPO FRIED CHICKEN (Studi Kasus Pada Konsumen IPPO Fried Chicken, di Bekasi Utara). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

This study aims to determine the effect of product diversity, taste, product location and brand image on consumer loyalty IPPO Fried Chicken in the North Bekasi Region. Consumer Loyalty as the dependent variable, while product diversity, taste, product location and brand image as independent variables. The method in this study uses associative research methods and is processed using the IBM SPSS version 25 software program. The population in this study is all IPPO Fried Chicken consumers in the North Bekasi Region. The sample was determined based on purposive sampling. The data analysis used in this study was the analysis of the coefficient of determination, partial test (t test) and simultaneous test (F test). The results of the partial study of product diversity have a significant effect on consumer loyalty, taste has no effect on consumer loyalty, product location has a significant effect on consumer loyalty and brand image has a significant effect on consumer loyalty. Simultaneous research results show that product diversity, taste, product location and brand image together affect consumer loyalty IPPO Fried Chicken. Penelitian ini bertujuan untuk mengetahui pengaruh keanekaragaman produk, cita rasa, lokasi produk dan citra merek terhadap loyalitas konsumen IPPO Fried Chicken di Wilayah Bekasi Utara. Loyalitas Konsumen sebagai variabbel dependen, seangkan keanekaragaman produk, cita rasa, lokasi produk dan citra merek sebagai varibel independen. Metode dalam penelitian ini menggunakan metode penelitian asosiatif dan diolah menggunakan program software IBM SPSS versi 25. Populasi dalam penelitian ini adalah seluruh konsumen IPPO Fried Chicken di Wilayah Bekasi Utara. Sampel ditentukan berdasarkan purposive sampling Analisis data yang digunakan dalam penelitian ini adalah analisisi koefisien determinasi, uji parsial (uji t) dan uji simultan (uji F). Hasil penelitian secara parsial keanekaragaman produk berpengaruh signifikan terhadap loyalitas konsumen, cita rasa tidak berpengaruh terhadap loyalitas konsumen, lokasi produk berpengaruh signifikan terhadap loyalitas konsumen dan citra merek berpengaruh signifkan terhadap loyalitas konsumen. Hasil penelitian secara simultan menunjukan bahwa keanekaragaman produk, cita rasa, lokasi produk dan citra merek bersama-sama berpengaruh terhadap loyalitas konsumen IPPO Fried Chicken.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSantoso, Joko BagioUNSPECIFIEDjoko-bagio-santoso@stei.ac.id
Uncontrolled Keywords: Keanekaragaman Produk, Cita Rasa, Lokasi Produk, Citra Merek, Loyalitas Produk
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: MUHAMMAD ALGERIO
Date Deposited: 04 Jan 2022 09:20
Last Modified: 04 Jan 2022 09:20
URI: http://repository.stei.ac.id/id/eprint/6621

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