Pengaruh Kualitas Produk, Citra Merek, Harga, Diskon Dan Promosi Terhadap Loyalitas Pelanggan Produk Sepatu Converse (Studi pada masyarakat Surakarta yang menggunakan sepatu Converse)

Aris Sampurno Jati, Fajar and , Zulfa Irawati, SE. M.Si (2022) Pengaruh Kualitas Produk, Citra Merek, Harga, Diskon Dan Promosi Terhadap Loyalitas Pelanggan Produk Sepatu Converse (Studi pada masyarakat Surakarta yang menggunakan sepatu Converse). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of product quality, brand image, price, discounts and promotions on customer loyalty for Converse shoes. This research is included in quantitative research. The population of this study is the consumer of converse shoes who live in the city of Surakarta. The samples collected in this study were 100 respondents. The sample selection technique is using purposive sampling where the sample is determined based on certain criteria. The data used is primary data where data is obtained from respondents' answers through a questionnaire that has been given. SPSS 25 is used in research as an analytical tool. The results of this study indicate that (1) Product Quality has a positive and significant influence on Customer Loyalty. (2) Brand Image has a positive and significant influence on Customer Loyalty. (3) Price has a positive and significant effect on Customer Loyalty. (4) Discounts have a positive and significant effect on Customer Loyalty. (5) Promotion has no significant effect on Customer Loyalty.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Product Quality, Brand Image, Price, Discount, Customer Loyalty
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	FAJAR ARIS SAMPURNO JATI
Date Deposited:	10 Aug 2022 07:59
Last Modified:	10 Aug 2022 07:59
URI:	http://eprints.ums.ac.id/id/eprint/103322

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