Pengaruh Kualitas Produk dan Citra Merek terhadap Loyalitas Pelanggan Tepung Terigu di Jakarta (Studi Kasus pada BOGASARI) – Stefanny

ABSTRACT

This study aims to measure how the relationship and influence from product quality and brand image to customer’s loyalty toward flour’s users on Bogasari. Independent variable used in this study is product quality and brand image, while the dependent variable is customer’s loyalty. Collection technique used is to use primary data in the form of questionnaires. Mechanical sampling is done by using judgmental or purposive sampling. Testing the hypothesis through SPSS System on 100 respondents. Respondents in majority are female, young adults in 26-35 years old, housewives, and have been used Bogasari’s Flours. The results showed that the proven positive effect on the product quality toward customer’s loyalty significantly. And brand image also give a positive effect toward to customer’s loyalty significantly. This study provides in- depth understanding of the relationship between product quality, brand image, and customer’s loyalty.

Key words: product quality, brand image, customer’s loyalty, flours, Bogasari

DOKUMEN

LAMPIRAN