HUBUNGAN ANTARA KUALITAS PRODUK, EKUITAS MEREK DAN PELAYANAN DENGAN LOYALITAS PELANGGAN PT ASURANSI PURNA ARTANUGRAHA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
FATIMAH PUTRI, SITI
Subject
Manajemen Pemasaran
Datestamp
2022-01-05 04:20:02
Abstract :
Abstract This study aims to Determine the relationship between product quality, brand equity and service with customer loyalty at PT Asuransi Full Artanugraha The strategy used in this study is a quantitative research associative strategy and the research method used is a survey. The population in this study were all customers of PT Asuransi Full Artanugraha. Sampling is done by the Slovin formula where a sample of 95 customers is Obtained. Based on the results and discussion shows the closeness of the relationship between product quality (X1) and customer loyalty (Y) of 0331 means low and positive (unidirectional), this is supported by testing the hypothesis that there is a significant relationship; the closeness of the relationship between brand equity (X2) and customer loyalty (Y) of 0582 means moderate and positive (unidirectional), this is supported by testing the hypothesis that there is a significant relationship; the closeness of the relationship between service (X3) and customer loyalty (Y) of 0608 means strong and positive (unidirectional), this is supported by testing the hypothesis the which states that there is a significant relationship and closeness of the relationship between product quality, brand equity, and service with customer loyalty of 0. Keywords:Keywords: Product Quality, Brand Equity, Service, Customer Loyalty
Abstract This study aims to Determine the relationship between product quality, brand equity and service with customer loyalty at PT Asuransi Full Artanugraha The strategy used in this study is a quantitative research associative strategy and the research method used is a survey. The population in this study were all customers of PT Asuransi Full Artanugraha. Sampling is done by the Slovin formula where a sample of 95 customers is Obtained. Based on the results and discussion shows the closeness of the relationship between product quality (X1) and customer loyalty (Y) of 0331 means low and positive (unidirectional), this is supported by testing the hypothesis that there is a significant relationship; the closeness of the relationship between brand equity (X2) and customer loyalty (Y) of 0582 means moderate and positive (unidirectional), this is supported by testing the hypothesis that there is a significant relationship; the closeness of the relationship between service (X3) and customer loyalty (Y) of 0608 means strong and positive (unidirectional), this is supported by testing the hypothesis the which states that there is a significant relationship and closeness of the relationship between product quality, brand equity, and service with customer loyalty of 0. Keywords:Keywords: Product Quality, Brand Equity, Service, Customer Loyalty
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