Septiani, Mega (2022) Pengaruh Citra Merek dan Kualitas Produk Terhadap Loyalitas Konsumen Pada Produk The BodyShop Cipinang Indah Jakarta. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.
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Abstract
Mega Septiani (41183402170224)
The Effect of Brand Image and Product Quality on Consumer Loyalty in TheBodyShop
Cipinang Indah Jakarta's Products
xii+ 50 pages + 17 tables + 4 pictures
keywords : Brand Image, Product Quality and Consumer Loyalty
This study discusses the brand image & product quality affect consumer loyalty
The Body Shop. The purpose of this study was to determine the effect of brand image
and product quality on consumer loyalty to the product of The BodyShop Cipinang
Indah Jakarta.
This study uses a descriptive method with a quantitative approach. The data
used are primary data and secondary data, obtained by conducting observations,
interviews and questionnaires. The population is 100 subjects which are classified as
essential. For the sampling method using purposive sampling method whose population
is not known with certainty.
The results showed that the brand image perception variable which has a
probability value of 0.00 > 0.05 means that it is significant. And the results of the study
Product quality variables affect consumer loyalty. Because the t value of the perceived
use variable is 0.934. This is also clarified by the perceived convenience variable which
has a probability value of 0.352 > 0.05 which means it is not significant. And the results
of brand image perception, product quality perceptions simultaneously have
significant effect on consumer loyalty because it is shown that F count is greater than
F table (2545.572 > 2.47) and a significance value of less than 0.05 (0.000 < 0.05). ),
and it can be concluded that HaS is accepted and HOS is rejected. So, perception of
brand image, perception of product quality simultaneously has a significant effect on
consumer loyalty.
Bibliography: 50 (2000-2020)
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Susilawati, Tri Elsa UNSPECIFIED |
| Subjects: | Manajemen Pemasaran Manajemen |
| Faculty: | Fakultas Ekonomi > Manajemen S1 |
| Depositing User: | Users 207 not found. |
| Date Deposited: | 22 Aug 2022 02:10 |
| Last Modified: | 22 Aug 2022 02:12 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/695 |
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