R, Ine Febrian (2022) Pengaruh Citra Merek, Harga, Kualitas Produk dan Kepuasan Konsumen Terhadap Loyalitas Pelanggan Pada Produk Sabun Pembersih Wajah Garnier (Studi pada Konsumen di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine: (1) the effect of brand image, price, product quality and consumer satisfaction on customer loyalty to the purchase of Garnier Facial Wash (2) the effect of brand image on customer loyalty to the purchase of Garnier Facial Wash (3) the effect of price on customer loyalty to the purchase of Garnier Facial Wash (4) the effect of product quality on customer loyalty to the purchase of Garnier Facial Wash (5) the effect of consumer satisfaction on customer loyalty to the purchase of Garnier Facial Wash. This research method uses quantitative methods. The research sample was drawn using a purposive sampling method consist of 100 people taken from the consumer of Garnier Facial Wash in the Surabaya city. The data analysis technique used is multiple linear regression. Based on this research, F-count, shows that H0 is rejected, H1 is accepted, thus can be concluded that the independent variables namely Brand Image, Price, Product Quality, and Consumer Satisfaction have a significant influence on the dependent variable Customer Loyalty on purchasing Garnier Facial Wash. The results of T-count Brand Image H-0 are rejected and H-1 are accepted, this means that Brand Image variable has a significant partial effect on Customer Loyalty. The result of T-count of Price variable H0 is rejected and H1 is accepted, this means that the price has a partial significant effect on Customer Loyalty. The results of the T-count of Product Quality variable H0 are rejected and H1 is accepted, this means that Product Quality has a partially significant effect on Customer Loyalty. While the results of the T-count of Consumer Satisfaction variable H0 are rejected and H1 is accepted, this means that consumer satisfaction has a partially significant effect on customer loyalty in purchasing Garnier Facial Wash in the Surabaya city.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | R Ine Febrian | ||||||||
| Date Deposited: | 25 Mar 2022 02:44 | ||||||||
| Last Modified: | 25 Mar 2022 02:44 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/5548 |
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