ARDIANSYAH, ARDIANSYAH (2014) Pengaruh Kualitas Produk dan Citra Merek Coklat Butir Merek Hagel Terhadap Loyalitas Konsumen PT.Ares Kusuma Raya (Ares Chocolate). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The purpose of this study are: Knowing the influence of product quality perception to consumer loyalty hagel rice chocolate, Knowing the influence of brand image consumer loyalty hagel rice chocolate, Knowing the influence product quality and brand image simultaneously consumer loyalty hagel rice chocolate. The unit of observation is 50 respondents who has salling or using hagel rice chocolate in five area of Jakarta. Research designs used are descriptive and causal. Sample determination technique using convenience sampling. Data collection techniques using a questionnaire with a Likert scale from 1 to 5. The result of this descriptive study is variable of quality product p e r c e p t i o n significantly affects t o consumer loyalty of hagel rice chocolate, variable of brand image significantly affects consumer loyalty of hagel rice chocolate. Results of hypothesis testing through t test and F test shows the influence variable quality of product to the consumer loyalty, the effect of brand image variable to the consumer loyalty. Keywords: Quality of Product perception, Brand Image, Consumer Loyalty, hagel rice chocolate. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk terhadap loyalitas konsumen cokelat butir hagel, mengetahui pengaruh citra merek terhadap loyalitas konsumen cokelat butir merek hagel, mengetahui pengaruh kualitas produk dan citra merek secara bersama – sama terhadap loyalitas konsumen cokelat butir merek hagel. Jumlah sampel yang diamati adalah 50 (limapuluh) responden yang telah menjual atau menggunakan cokelat butir merek hagel di pasar tradisional di 5 (lima) area Jakarta. Desain penelitian menggunakan deskripsi dan causal (sebab akibat). Penentuan sampel menggunakan tehnik sampling sederhana. Tehnik pengumpulan data menggunakan kuisioner dengan skala likert dari 1 – 5. Hasil dari pengamatan deskriptif adalah variabel kualitas produk dan citra merek produk berpengaruh terhadap loyalitas konsumen cokelat butir merek hagel. Hasil pengujian hipotesis menggunakan uji t dan F menunjukkan bahwa variabel kualitas produk produk dan citra merek berpengaruh terhadap loyalitas konsumen cokelat butir merek hagel. Kata kunci : Kualitas produk, citra merek, loyalitas konsumen, cokelat butir merek hagel.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-14-149 |
| Call Number: | TM/51/14/190 |
| NIM/NIDN Creators: | 55109110153 |
| Uncontrolled Keywords: | Kualitas Produk, Citra Merek, Loyalitas Konsumen, Cokelat Butir Merek Hagel, mps, manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 03 Feb 2015 09:41 |
| Last Modified: | 09 Jul 2022 02:32 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/13711 |
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