PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN ROTI BLUDER BY DANZA TAHUN 2021

MUHANA, MUHANA (2023) PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN ROTI BLUDER BY DANZA TAHUN 2021. S1 thesis, Universitas Mercu Buana.

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Abstract

Bluder By Daza Bread is a trademark engaged in the food, sales, bread sector. Bluder Bread By Daza is one of the Bluder Bread brands in Indonesia that sells several Bluder Bread flavors that Bluder Bread lovers can enjoy. The flavors provided by Roti Bluder By Daza are pandan srikaya, shredded serundeng, ovalmaltine, and raisin cake. The problem faced by Roti Bluder By Daza is the low customer loyalty of Bluder Roti products which allegedly occurs due to the low brand image from customers and product quality. Brand image and product quality are very important in efforts to increase customer loyalty, so the purpose of this study was to determine the effect of brand image and product quality on customer loyalty. The paradigm used in this research is positivism with a quantitative research approach. Data collection was carried out by distributing questionnaires to Roti Bluder By Daza customers who had made repeat orders using a purposive sampling technique. Data analysis was performed with multiple linear regression. Based on the research results, it is known that there is an influence between brand image and product quality on customer loyalty on Roti Bluder By Daza products, and the influence of brand image and product quality on customer loyalty on Roti Bluder By Daza products is 74%. Keywords: Brand Image, Product Quality, Customer Loyalty Roti Bluder By Daza adalah merek dagang yang bergerak di bidang makanan, penjualan, roti. Roti Bluder By Daza adalah salah satu merk roti bluder di Indonesia yang menjual beberapa rasa roti bluder yang dapat dinikmati oleh pencinta roti bluder. Rasa yang disediakan Roti Bluder By Daza adalah pandan srikaya, abon serundeng, ovalmaltine, dan kue kismis. Permasalahan yang dihadapi oleh Roti Bluder By Daza adalah rendahnya loyalitas pelanggan produk Roti Bluder yang diduga terjadi karena rendahnya brand image dari pelanggan dan kualitas produknya. Brand image dan kualitas produk sangat penting dalam upaya meningkatkan loyalitas pelanggan, sehingga tujuan dari penelitian ini adalah untuk mengetahui pengaruh brand image dan kualitas produk terhadap loyalitas pelanggan. Paradigma yang dipakai dalam penelitian ini yaitupositivistik dengan pendekatan penelitian kuantitatif. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada pelanggan Roti Bluder By Daza yang telah melakukkan repeat order dengan teknik purposive sampling. Analisis data dilakukan dengan regresi linear berganda. Berdasarkan hasil penelitian diketahui adanya pengaruh antara brand image dan kualitas produk terhadap loyalitas pelanggan pada produk Roti Bluder By Daza, serta besar pengaruh brand image dan kualitas produk terhadap loyalitas pelanggan pada produk Roti Bluder By Daza adalah sebesar 74%. Kata kunci: Brand Image, Kualitas Produk, Loyalitas Pelanggan

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