Image of Pengaruh Citra Merek, Kualitas Produk Dan Harga Terhadap Kepuasan Dan Loyalitas Pelanggan Pada Produk Pasta Gigi Pepsodent Di Pekanbaru
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Pengaruh Citra Merek, Kualitas Produk Dan Harga Terhadap Kepuasan Dan Loyalitas Pelanggan Pada Produk Pasta Gigi Pepsodent Di Pekanbaru

Pepsodent is the first toothpaste product in Indonesia. The purpose of this study is to determine the effect of Brand Image, Product Quality and Price to Customer Satisfaction and Customer Loyalty on Pepsodent toothpaste products in Pekanbaru. The object of this research is a costumer Pepsodent product. This research uses Customer Loyalty as endogenous variable and Customer Satisfaction as intervening variable. While the exogenous variables in this research are Brand Image, Product Quality and Price. The population in this study is not known with certainty and the sample used in this study is 133 people. This research uses purposive sampling technique in determining the research respondents. Data taken from the respondents using questionnaires. The analysis method used in this research is path analysis using SPSS (Statistical Package for Social Science).The results of this study indicate that Brand Image, Product Quality and Price have positive and significant effect to Customer Satisfaction. Product Quality has a positive and significant effect on Customer Loyalty, but for Brand Image and Price got no effect to Customer Loyalty. Customer Satisfaction has a positive and significant effect on Customer Loyalty. Brand Image, Product Quality and Price have positive effect to Customer Loyalty through Customer Satisfaction. Product Quality has stronger influence compared to Brand image and Price in achieving Customer Satisfaction and Customer Loyalty to Pepsodent product user in Pekanbaru City.
Keywords : Brand Image, Product Quality, Price, Customer Satisfaction, Customer Loyalty

Ketersediaan
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Perpustakaan Universitas Riau 02 02. 118 (0047)
02 02. 118 (0047)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
02 02. 118 (0047)
Penerbit
Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen.,
Deskripsi Fisik
xiii, 97 hlm.: ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
02 02. 118 (0047)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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