Indrawati, Nova Rosa (2026) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN KOMUNIKASI MULUT KE MULUT TERHADAP LOYALITAS KONSUMEN PRODUK SONGKOK NASIONAL SURYA MAS DI KECAMATAN PETERONGAN KABUPATEN JOMBANG. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine the partial and simultaneous effects of brand image,product quality, and word-of-mouth communication on consumer loyalty toward Surya Mas National Songkok products in Peterongan Subdistrict, Jombang Regency. The research was conducted at Surya Mas National Songkok in Peterongan Subdistrict, Jombang Regency, with a sample size of 91 respondents obtained through purposive sampling. Data processing was performed using SPSS (Statistical Package for the Social Sciences) software, and data analysis employed multiple linear regression analysis. Hypothesis testing was conducted using the t- test and F-test at a 95% confidence level. The results of the F-test (simultaneous) indicate that brand image, product quality, and word-of-mouth communication collectively have a significant effect on consumer loyalty toward Surya Mas National Songkok products in Peterongan Subdistrict, Jombang Regency. Based on the t-test (partial), the brand image variable has a positive and significant effect on consumer loyalty. The product quality variable has a positive and significant effect on consumer loyalty. Meanwhile, the word-of-mouth communication variable also has a positive and significant effect on consumer loyalty toward Surya Mas National Songkok products in Peterongan Subdistrict, Jombang Regency. Keywords: Brand Image, Product Quality, Word-of-Mouth Communication, Consumer Loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Nova Rosa Indrawati | ||||||||
| Date Deposited: | 02 Jul 2026 04:24 | ||||||||
| Last Modified: | 02 Jul 2026 04:24 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54425 |
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