Alamsah, Hafid Akmal (2025) Pengaruh Kualitas Produk, Brand Image dan Packaging Terhadap Loyalitas Pelanggan Produk Dove di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (COVER)
21012010115.- COVER.pdf Download (1MB) |
|
Text (BAB I)
21012010115.- BAB I.pdf Download (178kB) |
|
Text (BAB II)
21012010115.- BAB II.pdf Restricted to Repository staff only until 18 July 2027. Download (192kB) |
|
Text (BAB III)
21012010115.- BAB III.pdf Restricted to Repository staff only until 18 July 2027. Download (183kB) |
|
Text (BAB IV)
21012010115.- BAB IV.pdf Restricted to Repository staff only until 18 July 2027. Download (253kB) |
|
Text (BAB V)
21012010115.- BAB V.pdf Download (8kB) |
|
Text (DAFTAR PUSTAKA)
21012010115.- DAFTAR PUSTAKA.pdf Download (159kB) |
|
Text (LAMPIRAN)
21012010115.- LAMPIRAN.pdf Restricted to Repository staff only until 18 July 2027. Download (206kB) |
Abstract
This study aims to identify and analyze the influence of product quality, brand image, and packaging on customer loyalty toward Dove products in Surabaya. This is a quantitative study measured using a Likert scale. The sampling technique used is non-probability sampling with purposive sampling, resulting in a total sample of 105 respondents. Data analysis was conducted using the Partial Least Squares (PLS) method with SmartPLS 4 software to process data, including validity tests, reliability tests, structural model analysis, and hypothesis testing. The results of the study show that product quality, brand image, and packaging have a positive and significant effect on customer loyalty. Product quality has been proven to provide comfort and safety in usage, brand image creates an emotional attachment with consumers, and secure packaging such as leak proof refill containers helps protect the product and increase consumer trust, thereby contributing to customer loyalty. This conclusion recommends that the company strengthen these three aspects in its marketing strategy to maintain and improve customer loyalty to Dove in Surabaya. Keywords: Product Quality, Brand Image, Packaging, Customer Loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Hafid Alamsah | ||||||||
| Date Deposited: | 21 Jul 2025 02:51 | ||||||||
| Last Modified: | 21 Jul 2025 02:51 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39974 |
Actions (login required)
 |
View Item |