PENGARUH CITRA MEREK, KUALITAS PRODUK DAN INOVASI PRODUK TERHADAP LOYALITAS KONSUMEN MOBIL AVANZA DI KABUPATEN PASAMAN BARAT

Main Author: Yuliza, Mai
Format: Article info application/pdf Journal
Bahasa: eng
Terbitan: STIE Pasaman, Simpang Empat , 2018
Online Access: http://stiepasaman.ac.id/ojsapresiasiekonomi/index.php/apresiasiekonomi/article/view/132
http://stiepasaman.ac.id/ojsapresiasiekonomi/index.php/apresiasiekonomi/article/view/132/183
Daftar Isi:
  • The purpose of this research is to know the influence of brand image, product qualityand product innovation toavanza car consumer loyalty in west pasaman regency. Population is the users of avanza cars in west pasaman regency with a sample of 100 peoples. Withconvinience sampling method. The research instrument is questionnaire, the data obtained then processed using multiple linear regression analysis technique using SPSS, from the results of this reserach found the brand image variable (X1), product quality (X2) and product innovation (X3) have a significant effect on loyalty (Y) with a significant level of 0.000. The magnitude of the influence of brand image (X1), product quality (X2) and product innovation (X3) have significant effect on loyalty (Y) is 0,729 (R2 = 72,9%). Keywords: Consumer Loyalty, Brand Image, Product Quality, Product Innovation