Pengaruh Kualitas Produk dan Kesadaran Merek Terhadap Loyalitas Pada Produk Merek Silver Queen di Kota Padang.

Abstract

This study aims to influence the variable quality of the products and brand awareness to brand loyalty in products Silver Queen in the city of Padang.The sample in this study is the Silver Queen consumers in the city of Padang, amounting to 138responden. Teknik sampling is purposive sampling. The data use dare primary data through questionnaires.
Methods of data analysis used is multiple linear regression analysis. Hypothesis testing using t-test statistical test to prove the effect of independent variables on the dependent variableis the partial or individual. The results of this study found that the positive effect of product quality on product brand loyalty Silver Queen in the city of Padang. Brand awareness and positive effect on brand loyalty inproducts Silver Queen int he city of Padang. Based on the descriptionit can be concluded that the first and second hypothesis supported in this research.
Keywords: product quality, brandawareness, customer loyalty
PENDAHULUAN
Latar Belakang Masalah
Perkembangan industri coklat terus berubah seiring dengan perubahan teknologi, perkembangan dunia usaha, dan tentunya perubahan gaya hidup masyarakat.Coklat adalah makanan yang terbuat dari biji (seed) tanaman tropis yang disebut kakao (Teobroma cacao L). Teobroma berasal dari bahasa yunani yang berarti “makanan para dewa” (foods of gods).
Silver Queen adalah produk makanan cokelat