Yuniawan, Ari (2012) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN BOLA MEREK TRIPLE S. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The purpose of this research is to analyze the effect of brand image and quality product to the consumer loyalty. The sample is examined as many as 50 respondents in DKI Jakarta, Using non probability sample with purposive sampling technique. A total sample 50 respondent were obtained. Using multiple linear regression analysis. The results of the study prove that brand image, trust and quality products simultaneously affect positively and significantly to costumer loyalty. Keyword : Brand Image, Product Quality and Costumer Loyalty Tujuan penelitian ini adalah menganalisis pengaruh citra merek dan kualitas produk terhadap loyalitas konsumen serta mengetahui korelasi dimensi dari variabel bebas terhadap variabel terikat. Sampel yang diteliti adalah sebanyak 50 responden di DKI Jakarta dengan menggunakan teknik sampel non probabilitas. Metode pengumpulan data dengan purposive sampling dan analisis yang digunakan adalah korelasi dan regresi linier multi variabel. Hasil penelitian membuktikan bahwa citra merek dan kualitas produk secara simultan berpengaruh positif dan signifikan terhadap loyalitas konsumen. Kata kunci : Citra Merek, Kualitas Produk dan Loyalitas Konsumen
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-12-120 |
| NIM/NIDN Creators: | 55110110041 |
| Uncontrolled Keywords: | CITRA MEREK, KUALITAS PRODUK DAN LOYALITAS KONSUMEN. 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: | 08 Jan 2013 10:38 |
| Last Modified: | 01 Nov 2022 01:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/14902 |
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