PENGARUH KUALITAS PRODUK DAN MEREK TERHADAP LOYALITAS PELANGGAN (STUDI KASUS PADA PT.INDOFOOD CBP SUKSES MAKMUR TBK) TANJUNG MORAWA
Abstract: The company was
running a business, either directly or indirectly affects the viability of the
company. From the ANOVA or F test , obtained F count of 49.839 with a
significance level of 0.000 . So F count > F table (49.839 >3,09) or sig
F < 5% (0,000 <0,05). It means that the variable quality of products and
brand significantly the simultaneous
influence towards the customer loyalty
(y). By this it can be concluded that
the hypothesis of this study can be proven .R-square for y ( customer loyalty )
is 0.526. This means that 52.6% of variation in customer loyalty (y) is
influenced by the variable x1 ( product quality ) and variable x2 ( brand ) or
influence product quality (x1) and brand (x2 ) collectively or synchronously to
the variable y ( customer loyalty )
amounted to 52.6 % and the balance of 47.4 % is determined by other variables
.Due to the quality of products significantly affect the increase of customer
loyalty , then the quality of the resulting
product is maintained and if necessary enhanced through increasingly sophisticated technology
so the results more satisfying consumer.
Keywords: Product Quality,Brand,Customer Loyality
Penulis: Bagus Handoko
Kode Jurnal: jpmanajemendd151505
