PENGARUH KUALITAS PRODUK, HARGA DAN LOKASI TERHADAP LOYALITAS PELANGGAN PADA PRODUK PARFUM AZZWARS & SONS DI KOTA PADANG

Abstract

Azzwars product marketing strategy & Sons perfume using multiple strategies such as pruduk quality, price, and location. Each component will be relevant and the company should be able to choose the best components of several existing components, and implementation of sales development can be tailored to the tastes of consumers, with the expectations of the consumers are satisfied with the products and services that have been given or be traded

This study aims to determine the effect of product quality, price and location of the customer loyalty in perfume products Azzwars & Sons In the city of Padang. The sample in this study is that consumers who buy and use products Azzwars Perfume & Sons In Padang totaling 100 respondents. The sampling technique was purposive sampling. The type of data used is primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Hypothesis testing using t-test statistical test to prove the effect of independent variables on the dependent variable partially or individual.

The results of this study found that the quality of the product, price and location of positive and significant effect on customer loyalty in perfume products azzwars & Sons in the city of Padang.

Keywords: Quality Of Product, Price, Location, Customer Loyalty