Wulandari, Elsa Novia (2022) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN AIR MINUM DALAM KEMASAN LE MINERALE (Studi Pada Mahasiswa UPN ''VETERAN'' Jawa Timur. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study is to determine how much influence brand image and product quality have on customer loyalty in purchasing Le Minerale Bottled Drinking Water. The population in this study are consumers who have purchased drinking water products in Le Minerale packaging at least 2 times. With a sample of 100 respondents, namely UPN "Veteran" East Java students. This type of research is descriptive research using quantitative methods. The sampling method used in this study is non-probability sampling, especially purposive sampling. The data analysis technique used in this research is multiple linear regression analysis. The results of this analysis indicate that the variable brand image has a positive effect on customer loyalty and variable product quality has a positive effect on customer loyalty. Keywords: Brand Image, Product Quality, Customer Loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Unnamed user with email 18042010125@student.upnjatim.ac.id | ||||||||
| Date Deposited: | 10 Mar 2022 04:18 | ||||||||
| Last Modified: | 10 Mar 2022 04:18 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/5406 |
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