PENGARUH INOVASI PRODUK, HARGA, CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN SEPEDA MOTOR VESPA
ABSTRACT: This study aimed to
describe the influence of product innovation, price, brand image and service
quality on customer loyalty in the city of Denpasar. Samples are 102
respondents using purposive sampling. Collecting data in this study using
questionnaires and interviews. The analysis technique used in this research is
multiple linear regression analysis. Based on the analysis found that product
innovation has a positive and significant impact on customer loyalty vespa
motorcycle in the city of Denpasar. Price has a positive and significant impact
on customer loyalty vespa motorcycle in the city of Denpasar. Brand image has a
positive and significant impact on customer loyalty vespa motorcycle in the
city of Denpasar. Quality of service has a positive and significant impact on
customer loyalty vespa motorcycle in the city of Denpasar. It proves that
innovation of product, price, brand image and quality of service can increase
customer loyalty Vespa motorcycle in the city of Denpasar.
KEYWORDS: product innovation;
price; brand image, service quality; customer loyalty
Penulis: Made Caesar Surya Dwi
Putra
Kode jurnal: jpmanajemendd170042
