Analisis Pengaruh Harga, Kualitas Produk Dan Citra Merek Terhadap Loyalitas Konsumen (Studi Pada Pengguna Produk My Rubylicious Di Kota Solo)

ALIANTI, SABA and , Basworo Dibyo S.E., M.Si., (2021) Analisis Pengaruh Harga, Kualitas Produk Dan Citra Merek Terhadap Loyalitas Konsumen (Studi Pada Pengguna Produk My Rubylicious Di Kota Solo). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The study aims to analyze the effect of price, product quality, and brand image on consumer loyalty. This research is a quantitative research. The population in this study were users of My Rubylicious products in the city of Solo. The data collection method used non-probability sampling with purposive sampling type. Methods of data collection using a questionnaire. The data analysis techniques in this study were validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, coefficient of determination test (R2) , simultaneous significance test (F test), and partial hypothesis test (t test). The results showed that the variables of Price, Product Quality and Brand Image together had a significant effect on Consumer Loyalty. Based on the partial test, the price variable has no positive and significant effect on consumer loyalty, while the product quality and brand image variables have a positive and significant effect on consumer loyalty.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Price, Product Quality, Brand Image, Consumer Loyalty
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	SABA ALIANTI
Date Deposited:	18 Aug 2021 06:46
Last Modified:	18 Aug 2021 06:46
URI:	http://eprints.ums.ac.id/id/eprint/93693

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