PENGARUH PERSEPSI HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN (Studi Pada Konsumen Zara)

SAPUTRA, ROMI (2020) PENGARUH PERSEPSI HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN (Studi Pada Konsumen Zara). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of price perception, product quality, and brand image on Zara customer loyalty. The population in this study is the people in West Jakarta who buy Zara products. The sample used was 210 people, calculated based on the Slovin formula. The sampling method uses convenience sampling. The data collection method uses survey method, the research instrument is a questionnaire. Data analysis method uses Partial Least Square. This research proves that price perception has a positive and significant effect on customer loyalty. Product quality has a positive and significant effect on customer loyalty. Brand image has a positive and significant effect on customer loyalty. Keywords: Price Perception, Product Quality, Brand Image, Customer Loyalty Penelitian ini bertujuan untuk menganilisis pengaruh persepsi harga, kualitas produk, dan citra merek terhadap loyalitas pelanggan Zara. Populasi dalam penelitian ini adalah masyarakat yang berada di wilayah Jakarta Barat yang membeli produk Zara. Sampel yang dipergunakan adalah sebanyak 210 orang, dihitung berdasarkan rumus slovin. Metode penarikan sampel menggunakan convenience sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuisoner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa persepsi harga berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kualitas produk berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Citra merek berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kata kunci: Persepsi Harga, Kualitas Produk, Citra Merek, Loyalitas Pelanggan

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 20 606
Call Number:	SE/31/21/024
NIM/NIDN Creators:	43116110404
Uncontrolled Keywords:	Persepsi Harga, Kualitas Produk, Citra Merek, Loyalitas Pelanggan
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 > 658.6 Quality Management/Manajemen Kualitas 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Rifky
Date Deposited:	30 May 2022 08:32
Last Modified:	06 Nov 2023 04:20
URI:	http://repository.mercubuana.ac.id/id/eprint/52165

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