ANALISIS PENGARUH KUALITAS PRODUK, BRAND RUST, BRAND IMAGE DAN KEPUASAN PELANGGAN TERHADAP BRAND LOYALITY PADA AIR MINERAL AQUA (Studi Kasus Pada Konsumen Air Mineral Aqua di Wilayah Tangerang Selatan)
DOI:
https://doi.org/10.32493/jpkpk.v2i1.1985Abstract
ABSTRAK
Tujuan dari penelitian ini untuk menganalisis pengaruh secara simultan antara kualitas produk, brand trust, brand image, kepuasan pelanggan terhadap brand loyality, untuk menganalisis pengaruh secara parsial antara kualitas produk, brand trust, brand image, kepuasan pelanggan terhadap brand loyality, untuk menganalisis variabel independen manakah yang paling mempengaruhi brand loyality.
Data yang digunakan data primer yang diperoleh dari jawaban dari responden yang pernah mengkonsumsi air mineral Aqua. Metode analisis menggunakan analisis regresi linier berganda yang terdiri dari uji asumsi klasik, uji t, uji F, uji determinasi. Sampel pada penelitian ini adalah semua konsumen yang mengkonsumsi air mineral Aqua.
Hasil penelitian ini menunjukkan bahwa terdapat pengaruh secara simultan pada variabel kualitas produk, brand trust, brand image dan kepuasan pelanggan terhadap brand loyality. Variabel kualitas produk, brand trust, brand image dan kepuasan pelanggan berpengaruh signifikan secara parsial terhadap brand loyality. Pada uji determinasi terdapat pengaruh sebesar 77,9% yang mempengaruhi brand loyality yang dijelaskan oleh variabel kualitas produk, brand trust, brand image dan kepuasan pelanggan, sedangkan sisanya 22,1% dipengaruhi oleh variabel lain dan tidak termasuk kedalam analisis regresi ini.
Kata Kunci: kualitas produk, brand trust, brand image, kepuasan pelanggan, brand loyality
ABSTRACT
This study has the objective to analyze simultaneously the influence of the quality of the product, brand trust, brand image, customer satisfaction on brand loyalty, to analyze the effect of partially between the quality of the product, brand trust, brand image, customer satisfaction on brand loyalty, to analyze the independent variables which most affects brand loyalty.
This study using primary data obtained from the answers of the respondents who had consumed Aqua mineral water. The method of analysis used in this study using multiple linear regression analysis consisting of the classical assumption, t test, F test, test and test determination of multiple linear regression equation. The sample are all consumers who consume mineral water Aqua.
Results of this study indicate that there are significant simultaneously at variable product quality, brand trust, brand image and customer satisfaction on brand loyalty. Variable product quality, brand trust, brand image and customer satisfaction partially significant effect on brand loyalty. There is an influence on the determination test of 77.9% which affects brand loyalty is explained by the variable quality of the product, brand trust, brand image and customer satisfaction, while the remaining 22.1% is influenced by other variables and are not included in the regression analysis.
Keywords: quality of product, brand trust, brand image, customer satisfaction, brand loyality
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