PENGARUH KESADARAN MEREK,ASOSIASI MEREK,KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS PELANGGAN PADA PRODUK OBAT TOLAK ANGIN DI KOTA PADANG

Abstract

Customer loyalty is an important asset for the company . Customer loyalty reflects a
person's psychological commitment to repeatedly purchase of a product or service produced
by a company . Loyalty to form an emotional connection between the consumer with the
company . In this study, researchers tried to examine the effect of brand awareness , brand
associations , product quality and price on customer loyalty Medicinal products Reject Wind
In Padang . The sampling technique used was purposive sampling , research methods using
multiple linear analysis . The results showed that the variables of brand awareness , product
quality and price have a significant effect while the brand association has no significant
effect . influence of brand awareness , brand associations , product quality and price on
customer loyalty demonstrated the value of Adjusted R Square of 0.198 . This means that the
four independent variables ( brand awareness , brand associations , product quality and
price ) is only able to influence the dependent variable ( customer loyalty ) of 19.8 % .
Keywords : Brand awareness, Brand associations, Product quality, Price, Customer