Pengaruh Kualitas Produk Dan Citra Merek Terhadap Loyalitas Konsumen (Studi Kasus Di Roti Maulana Kecamatan Genteng Banyuwangi)

Abstract

Abstract

This study aims to determine the analysis of the effect of Product Quality on Consumer Loyalty on Maulana bakery, and analysis of the influence of Brand Image on Consumer Loyalty on Maulana bakery. In this study, the data collection method used was explanatory research with a quantitative approach. The population of the study was carried out to consumers of Maulana bakery, Genteng District, Banyuwangi Regency as many as 71 respondents. Methods of data collection is done by using a questionnaire. The analytical methods used are validity test, reliability test, normality test, multiple linear regression analysis, multicollinearity test, heteroscedasticity test, hypothesis test, and coefficient of determination test. The results showed that product quality had an effect on consumer loyalty to Maulana bakery, and Brand Image had an effect on Consumer Loyalty on Maulana bakery.

 

Keywords :  Product Quality, Brand Image, Consumer Loyalty.