Pengaruh Citra Merek, Harga, dan Kualitas Produk Terhadap Loyalitas Konsumen Pada J.CO Donuts & Coffee Jember
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Institusion
Politeknik Negeri Jember
Author
Cahyani, Zenik Eka
Subject
576 - Manajemen Industri
Datestamp
2022-06-07 04:15:13
Abstract :
This research is motivated by the many franchise companies with similar main products, namely donuts and coffee in Jember, for example J.CO Donuts & Coffee Jember. This study aims to determine and analyze the effect of brand image, price, and product quality on consumer loyalty at J.CO Donuts & Coffee Jember. The population in this study were all consumers of J.CO Donuts & Coffee Jember with a sample of 40 respondents. The analytical tool used in this study is multiple linear regression analysis with the help of SPSS 23.00. The results of this study are simultaneously variable brand image (X1), price (X2), and product quality (X3) have a significant effect on consumer loyalty at J.CO Donuts & Coffee Jember. Partially, the price variable (X2) and product quality (X3) have a significant effect on consumer loyalty at J.CO Donuts & Coffee Jember, while the brand image variable (X1) has no significant effect on consumer loyalty at J.CO Donuts & Coffee Jember. The independent variable that has the most dominant influence on consumer loyalty at J.CO Donuts & Coffee Jember is the product quality variable (X3). Keywords : Product Quality, Price, Brand Image, and Consumer Loyalty
This research is motivated by the many franchise companies with similar main products, namely donuts and coffee in Jember, for example J.CO Donuts & Coffee Jember. This study aims to determine and analyze the effect of brand image, price, and product quality on consumer loyalty at J.CO Donuts & Coffee Jember. The population in this study were all consumers of J.CO Donuts & Coffee Jember with a sample of 40 respondents. The analytical tool used in this study is multiple linear regression analysis with the help of SPSS 23.00. The results of this study are simultaneously variable brand image (X1), price (X2), and product quality (X3) have a significant effect on consumer loyalty at J.CO Donuts & Coffee Jember. Partially, the price variable (X2) and product quality (X3) have a significant effect on consumer loyalty at J.CO Donuts & Coffee Jember, while the brand image variable (X1) has no significant effect on consumer loyalty at J.CO Donuts & Coffee Jember. The independent variable that has the most dominant influence on consumer loyalty at J.CO Donuts & Coffee Jember is the product quality variable (X3). Keywords : Product Quality, Price, Brand Image, and Consumer Loyalty
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