ANALISIS PENGARUH CITRA MEREK, PERSEPSI HARGA, KUALITAS PRODUK, DAN PROGRAM PROMOSI TERHADAP LOYALITAS PELANGGAN (Survei pada Pelanggan Madu Arbain di Surakarta)
Keywords:Brand Image, Product Quality, Price Perception, Promotion Program, Customer Loyalty.
AbstractThis study aims to analyze the influence of brand image, product quality, price perception and promotion program of the loyalty of arbain honey customers in Surakarta. The population of this research is all arbain honey customers in all sub-districts in Surakarta city by using a sample of 100 respondents, which are limited to customers only by purposive sampling method. Data collection techniques using questionnaire instruments through testing validity and reliability. Processing data using spss version 21. Regression requirements test using classical assumption test while hypothesis testing using multiple linear regression test, t test, F test and coefficient of determination (R2). The test results using the t test can be concluded that brand image, product quality, and promotion program partially have a significant effect on the loyalty of arbain honey customers in Surakarta, with the three of p-value < 0.05. But based on the results of the t test also states that the perception of prices does not significantly influence the loyalty of arbain honey customers in Surakarta with a p-value of 0.309 > 0.05. The test results also show that the brand image has the most dominant influence on customer loyalty of arbain honey products in Surakarta with a regression coefficient of 0.320.
How to Cite
Authors who publish this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors can separately make additional contractual arrangements for non-exclusive distribution published by the journal (e.g., publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are allowed and encouraged to send their work via online (e.g., in the institutional repositories or their website) after published by the journal.