PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN SMARTPHONE XIAOMI KOTA PADANG
Keywords:
Kualitas Produk, Citra Merek, Loyalitas Pelanggan, Product Quality, Brand Image, Customer LoyaltyAbstract
This study aims to examine the effect of product quality on customer loyalty and the effect of brand image on customer loyalty. This study is a quantitative research and this study uses primary data obtained through a questionnaire. The population of this study is xiaomi smartphone users in the city of Padang. The sampling technique is purposive sampling technique. The samples obtained were 115 questionnaires. Data were analyzed using multiple linear regression analysis which was processed using SPSS software version 20.00. The results of this study indicate that product quality affects customer loyalty and brand image does not affect customer loyalty.References
Awan, A.G., and Rehman, A. (2014).Impact
of Customer Satisfaction on Brand
Loyality – An Empirical Analysis of Home
Appliances in Pakistan.British Journal of
Marketing Studes Vo. 2 No. 88 pp. 18-32
Desember 2014
Chaudhuri, A., and Holbrook, M.B.2001 The
chain of Effects Form Brand Trust and Brand
Affect to Brand Performance : The Role of
Brand Loyality”, Journal of Marketing,
Vol.65, 81-93.
Chaeriah, E. S. (2016). Pengaruh Harga,
Citra Merek Dan Kualitas Produk Terhadap
Loyalitas Pengguna Smartphone Samsung(
Studi Pada Mahasiswa Magister Manajemen
UNKRIS ). Jurnal Manajemen Bisnis
Krisnadwipayana, 4(3).
Dewi Kurniawati, S. A. (2014). Pengaruh
Citra Merek Dan Kualitas Produk Terhadap
Kepuasan Dan Loyalitas Pelanggan. Jurnal
Administrasi Bisnis (JAB)|Vol. 14 No. 2
September 2014, 9.
Eugenia Andrea Dennisa, S. B. (2016).
Analisis Pengaruh Kualitas Produk, Kualitas
Layanan, dan Citra Merek terhadap Loyalitas
Pelanggan Melalui Kepuasan Pelanggan
sebagai Variabel Intervening.
DIPONEGORO JOURNAL OF
MANAGEMENT Volume 5, Nomor 3,
Tahun 2016, 13
Feiby Tombokan, L. K. (2015). Pengaruh
Kualitas Pelayanan, Citra Merek Terhadap
Kepuasan Konsumen Pengguna Taplus BNI
Kantor Cabang Utama Manado. Jurnal
