Pengaruh Pengenalan Merek, Atribut Produk Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan menggunakan SimCard Merek Mentari Di Kota Padang

Abstract

This study aims to determine empirically the effect of brand recognition , product
attributes and service quality on customer loyalty . In this study, the model of the sample was
93 respondents who use simcard Mentari brand in the city of Padang. Sampling was done by
using purposive sampling method . Data used in this study is a model of primary data .
Primary data were collected by questionnaire. In this study used two research variables. The
first is dependent ie customer loyalty. The second is the independent variable , namely the
introduction of a brand , product and service quality attributes. To test the hypothesis we
used multiple linear regression model analysis. Based on the results of hypothesis testing
found that the introduction of the brand have a significant effect on customer loyalty using a
simcard Mentari brand in the city of Padang . In the hypothesis testing results also found that
the attributes of the product and service quality had no significant effect on customer loyalty
using a simcard Mentari brand in the city of Padang.
Keyword Branding , Product Attributes , Service Quality and Loyalty