PENGARUH INOVASI PRODUK, CITRA MEREK DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN TAS CONSINA STORE KOTA MALANG ( Studi kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Malang angkatan 2017 )

Abstract

ABSTRACT

This research was conducted at the Faculty of Economics and Business, Islamic University of Malang. This type of research is an explanatory research with a quantitative approach. The purpose of this study is to determine the effect of product innovation, brand image and product quality on customer loyalty. The independent variables used are product innovation, brand image and product quality, while the dependent variable is customer loyalty. The sample used in this study was 115 respondents who were students of the Faculty of Economics and Business Unisma in 2017. The data collection technique used a questionnaire. The analytical method used is the instrument test, multiple linear regression analysis, classic assumption test, determination test, f test and t test using the help of computer software SPSS 16.0 data processing. The results of this study indicate that product innovation influences customer loyalty and product quality influences customer loyalty, but brand image has no effect on customer loyalty. Product innovation, brand image and product quality simultaneously affect customer loyalty.

Keywords: Product Innovation, Brand Image, Product Quality, Customer Loyalty.