Zulfikry, Ki Ageng Wildhan (2020) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN HANDPHONE SAMSUNG. Other thesis, UPN Veteran Jawa Timur.
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Abstract
Brand image is one of the things that is remembered in the minds of consumers, while the quality of a product is the ability of an item to provide results or performance that is in accordance with and even exceeds what the customer wants. With the existence of a good brand image and product quality, it will create customer loyalty Samsung mobile phone which is the largest electronic device in the world. Based on the background above, the purpose of this study is to determine whether brand image and product quality simultaneously or partially affect the loyalty of Samsung mobile customers This type of research is quantitative research. This study uses primary data that is data directly taken from original sources in the form of questionnaires filled out by respondents. The population taken is consumers or customers. The sample used was a probability sampling technique using proportionate stratified random sampling. With a total of 96 respondents who are consumers or customers who use Samsung mobile phones. The independent variable used is Brand Image and Product Kalitas while the dependent variable is Customer Loyalty. To prove the proposed hypothesis, multiple linear regression analysis and validity and reliability test, classic assumption test, determination coefficient, F test, and t test are used. Based on data analysis, it can be concluded that there is a simultaneous and partial effect between Brand Image and Product Quality variables on Samsung Loyalty Customers on college student UPNV East Java. Keywords: Brand Image, Product Quality, Customer Loyalty.
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5415.5 Customer services | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Users 6 not found. | ||||||||
| Date Deposited: | 06 Nov 2020 08:21 | ||||||||
| Last Modified: | 06 Nov 2020 08:21 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/465 |
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