Pengaruh Citra Merek dan Kualitas Produk terhadap Loyalitas Konsumen: Literature Review
Abstract
Citra yang baik menggambarkan keseluruhan kemasan produk, begitu pula kualitas dari suatu produk menggambarkan isi dari produk itu sendiri. Penelitian inii bertujuan untuk mengetahui pengaruh citra merek dan kualitas produk terhadap loyaitas konsumen. Penelitian ini menggunakan tinjauan Pustaka literatur review dari beberapa hasil penelitian terdahulu. Sumber data yang digunakan dalam penelitian ini melalui pencarian jurnal melalui goggle scholar dalam kurun waktu 2021-2023 dan tambahan buku pendukung yang menunjang pada penilitian ini. Teknik pengumpulan data literature review dalam penelitian ini dimulai dari pencarian jurnal yang relevan,memilih sumber yang spesifik,mengidentifikasi artikel sampai dengan mencari garis besar dari hasi beberapa jurnal pendukung. Hasil literature review dalam penilitian ini menunjukan Citra merek dan kualitas produk berpengaruh terhadap loyalitas konsumen.
Kata Kunci: Citra Merek; Kualitas Produk; Penelitian Kepustakaan; Loyalitas Konsumen
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