Pengaruh Kualitas Produk, Harga, dan Citra Merek terhadap Loyalitas Pelanggan Kosmetik Natural Nusantara di Gunungkidul

Authors

  • Anik Rini Astuti Sekolah Tinggi Ilmu Manajemen YKPN, Indonesia
  • Eka Sudarusman Sekolah Tinggi Ilmu Manajemen YKPN, Indonesia

DOI:

https://doi.org/10.35917/tb.v20i1.181

Keywords:

Kualitas Produk, Harga, Citra Merek, Loyalitas Pelanggan

Abstract

The purpose of this study was to determine the effect of Product Quality, Price, and Brand Image on Customer Loyalty (Study on Customers of Natural Nusantara Cosmetics Product Users in Gunungkidul). The sampling technique has used a Non-Probability model used was the purposive sampling method. The sampling criteria in this study were that some customers of Natural Nusantara cosmetics users in Gunungkidul, had purchased Natural Nusantara cosmetic products at least twice. The sample in this study were 100 respondents, The data analysis method used Multiple Regression, Y = 15.163 + 0.212X1 + 0.433X2 + (-0.006X3). The results showed that product quality and price had a positive and significant effects on customer loyalty of Nusantara Natural Cosmetics users in Gunungkidul, so H1 and H2 was accepted. While brand image had a negative and had no significant effect on customer loyalty of users of Natural Nusantara Cosmetics products in Gunungkidul, so H3 is rejected.

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References

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Published

2021-01-03

How to Cite

Astuti, A. R., & Sudarusman, E. (2021). Pengaruh Kualitas Produk, Harga, dan Citra Merek terhadap Loyalitas Pelanggan Kosmetik Natural Nusantara di Gunungkidul. Telaah Bisnis, 20(1), 43–52. https://doi.org/10.35917/tb.v20i1.181

Issue

Vol. 20 No. 1 (2019): Juli 2019

Section

Articles

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