RACHMAWATI, ANINDA (2020) PENGARUH CITRA MERK DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN INDIHOME PT. TELKOM UNIT CEPU. Other thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine: (1) Effect of Brand Image and ProductQuality simultaneously on Indihime ProductCustomer Loyalty (2) Effect of Brand Imagepartially on Product Qualityof IndihomeProducts (3) Effect of Partial Product Qualityon Customer Loyaltyof Indihome Products. The research method used is a quantitative approach with data collection carried out through questionnaires and data processing using the SPSS 25 for windows program. The sampling method used is non probability side by purposive sampling technique. The total sample of 100 respondents who are customer PT Telkom Unit Cepu, Indihome users. The data analysis technique used is multiple linear regression analysis. The results of this study conclude: (1) Simultaneously shows that the independent variableBrand Image and Brand Confidence have a significant influence on the dependent variable CustomerLoyaltyof Indihomeproducts, as evidenced by the value of Fcount ≥Ftable is 25.713 ≥ 3.09 at the significance level of 0.00 (0.00 < 0.05) (2) Partially shows that the Brand Imagevariable has a significant influence on Customer Loyaltyof Indihome products, as evidenced by the value of tcount ≥ttable that is 4.021 ≥ 1.984 at the significance level of 0.00 (0.00 < 0.05) (0.00 < 0.05) (3) Partially the Brand Trust variable has a significant influence on the Brand Image of Indihome products, as evidenced by the tcount ≥ttable that is 3,237 ≥ 1,984 at the significance level of 0.02 (0,02 < 0.05). 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: | 04 Nov 2020 05:35 | ||||||||
| Last Modified: | 04 Nov 2020 05:35 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/418 |
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