Luqiana, Aldila Najla (2021) PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN PADA PEMBELIAN SUSU ULTRA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine: (1) the influence of brand image, price and product quality to customer loyalty on Susu Ultra purchase (2) the effect of brand image on customer loyalty on purchasing Ultra Milk (3) the effect of price on customer loyalty on purchasing Ultra Milk 4) the effect of product quality on customer loyalty in purchasing Ultra Milk This research method using quantitative methods. The research sample was drawn using a purposive sampling method totaling 100 people taken from the Ultra Milk consumer population in the Sidoarjo regency. The data analysis technique used is multiple linear regression. Based on the results of this study that Fcount, namely H0 is rejected and H1 is accepted, it can be concluded that the independent variable Brand Image, Price and Product Quality have a significant effect on the dependent variable Customer Loyalty on Ultra Milk Purchases. The result of tcount Brand Image is that H0 is accepted and H1 is rejected, this means that Brand Image has no partially significant effect on Customer Loyalty. The result of tcount Price, namely H0 is rejected and H1 is accepted, this means that Price has a partially significant effect on Customer Loyalty. While the results of the product quality t count, namely H0 rejected and H1 accepted, this means that Product Quality has a partially significant effect on Customer Loyalty on Ultra Milk Purchases in Sidoarjo Region. Keywords : Brand Image, Price, Product Quality
| 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: | Fatchullah Fatchullah | ||||||||
| Date Deposited: | 02 Sep 2021 04:58 | ||||||||
| Last Modified: | 02 Sep 2021 04:58 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/2574 |
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