Pengaruh Citra Merek dan Kualitas Produk Terhadap Loyalitas Konsumen Pada Produk The BodyShop Cipinang Indah Jakarta

Septiani, Mega (2022) Pengaruh Citra Merek dan Kualitas Produk Terhadap Loyalitas Konsumen Pada Produk The BodyShop Cipinang Indah Jakarta. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

Mega Septiani (41183402170224) The Effect of Brand Image and Product Quality on Consumer Loyalty in TheBodyShop Cipinang Indah Jakarta's Products xii+ 50 pages + 17 tables + 4 pictures keywords : Brand Image, Product Quality and Consumer Loyalty This study discusses the brand image & product quality affect consumer loyalty The Body Shop. The purpose of this study was to determine the effect of brand image and product quality on consumer loyalty to the product of The BodyShop Cipinang Indah Jakarta. This study uses a descriptive method with a quantitative approach. The data used are primary data and secondary data, obtained by conducting observations, interviews and questionnaires. The population is 100 subjects which are classified as essential. For the sampling method using purposive sampling method whose population is not known with certainty. The results showed that the brand image perception variable which has a probability value of 0.00 > 0.05 means that it is significant. And the results of the study Product quality variables affect consumer loyalty. Because the t value of the perceived use variable is 0.934. This is also clarified by the perceived convenience variable which has a probability value of 0.352 > 0.05 which means it is not significant. And the results of brand image perception, product quality perceptions simultaneously have significant effect on consumer loyalty because it is shown that F count is greater than F table (2545.572 > 2.47) and a significance value of less than 0.05 (0.000 < 0.05). ), and it can be concluded that HaS is accepted and HOS is rejected. So, perception of brand image, perception of product quality simultaneously has a significant effect on consumer loyalty. Bibliography: 50 (2000-2020)

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