PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN INOVASI PRODUK TERHADAP LOYALITAS KONSUMEN TOYOTA (Kajian Pada Pt. Tunas Toyota Pasar Minggu, Jakarta)

PRASETYO, SUTANTRA DANANG (2020) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN INOVASI PRODUK TERHADAP LOYALITAS KONSUMEN TOYOTA (Kajian Pada Pt. Tunas Toyota Pasar Minggu, Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of product quality, brand image and product innovation on consumer loyalty Toyota at PT. Tunas Toyota Pasar Minggu, Jakarta. The data in this research are quantitative data. The population in this study are consumers who buy cars at PT. Toyota Pasar Minggu shoots around 140 consumers, then taken with the formula Slovin so as many as 103 respondents were obtained. This data analysis uses the SPSS for Windows Version 25 program to examine all the relationships between Product Quality, Brand Image and Product Innovation variables on Consumer Loyalty in the model. The results showed that the Product Quality variable had a positive and significant effect on Consumer Loyalty, Brand Image had a positive and significant effect on Consumer Loyalty, and Product Innovation had a positive and significant effect on Consumer Loyalty. Keywords: Product Quality, Brand Image, Product Innovation, Consumer Loyalty. Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas produk, Citra Merek dan Inovasi Produk terhadap Loyalitas Konsumen Toyota pada PT. Tunas Toyota Pasar Minggu, Jakarta. Data dalam penelitian ini bentuknya data kuantitatif. Populasi dalam penelitian ini adalah konsumen yang membeli mobil pada PT. Tunas Toyota Pasar Minggu yakni berkisar 140 konsumen, kemudian diambil sampel dengan rumus slovin sehingga diperoleh sebanyak 103 responden. Data analisis ini menggunakan program SPSS for Windows Version 25 untuk menguji semua hubungan antara variable Kualitas Produk, Citra Merek dan Inovasi Produk Terhadap Loyalitas Konsumen dalam model. Hasil penelitian menunjukan bahwa variabel Kualitas Produk memiliki hubungan yang berpengaruh positif dan signifikan terhadap Loyalitas Konsumen, Citra Merek memiliki hubungan yang berpengaruh postif dan signifikan terhadap Loyalitas Konsumen, dan Inovasi Produk memiliki hubungan yang berpengaruh positif dan signifikan terhadap Loyalitas Konsumen. Kata kunci : Kualitas Produk, Citra Merek, Inovasi Produk, Loyalitas Konsumen.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43114120367
Uncontrolled Keywords: Kualitas Produk, Citra Merek, Inovasi Produk, Loyalitas Konsumen.
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 11 May 2024 04:40
Last Modified: 11 May 2024 04:40
URI: http://repository.mercubuana.ac.id/id/eprint/83373

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