PENGARUH CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN PRODUK INDIHOME AREA PONDOK GEDE

Shalvira, Fadila Cindy (2023) PENGARUH CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN PRODUK INDIHOME AREA PONDOK GEDE. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

The purpose of this study was to determine the effect of brand image and service quality on Indihome consumer loyalty in the Pondok Gede area. The sample of this study were Indihome consumers in the Pondok Gede area. The sample used was 100 people using purposive sampling technique. The results showed that brand image has a positive effect on consumer loyalty with a result of (β1) 0.525 (sig 0.000) and there is a positive and significant influence between service quality variables on consumer loyalty of (β3) 0.221 (sig 0.011). The adjusted R2 value is 0.404, which means that 40.4% of brand image and service quality affect consumer loyalty, the remaining 60.6% is influenced by other factors not examined in this study.

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