Pengaruh Harga Dan Citra Merek Terhadap Loyalitas Konsumen Produk Kosmetik Merek Wardah (Studi Kasus Pada Mahasiswi Feb Universitas Muhammadiyah Surakarta)

Hapsari, Nurul Fitri and , Drs. Ma’ruf, M.M (2019) Pengaruh Harga Dan Citra Merek Terhadap Loyalitas Konsumen Produk Kosmetik Merek Wardah (Studi Kasus Pada Mahasiswi Feb Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study is to analyze the price and brand image of consumer loyalty. This research was conducted at the FEB student of Muhammadiyah University of Surakarta. The samples taken in this study were 100 respondents. The analytical method used is multiple regression analysis, instrument test, and classical assumption test. Based on the analysis, it is explained that both partially and simultaneously the price and brand image have a positive influence on consumer loyalty. In the model formed price variables and brand image are able to explain the variable consumer loyalty by 37.6% and the rest is influenced by other variables.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: Price, Brand Image, Consumer Loyalty.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: NURUL FITRI HAPSARI
Date Deposited: 26 Aug 2019 04:21
Last Modified: 26 Aug 2019 04:21
URI: http://eprints.ums.ac.id/id/eprint/77176

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