PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN (Studi Empiris Pada Konsumen Wardah di Gerai Pusat Grosir Cililitan)

Authors

  • Tri Wijayani
  • Bono Prambudi

DOI:

https://doi.org/10.37932/j.e.v10i2.127

Keywords:

Quality Product, Brand Image, Custumers Loyality

Abstract

The purpose of this research is to find out the influence of product,brand image partial and simultaneous to the customer loyalty of product cosmetik Wardah. The data collected using the Rao pubra formula invloing 100 respondents which is Wardah cosmetik customers. Metodology this research is casual relation with test validity, reability tets, classic assumption test, correlation test, multipe linear regression test, t-test, F-test, and determinants. Base on result of reseach partial know that product quality (X1) influence on custemers loyality Wardah cosmetik, brand image (X2) not influence on custemer loyalty Wardah cosmetik. The qualty of product of the simultaneous effect on custumer loylity. The better the Product Quality, the Customer Loyalty will increase and the worse the Product Quality, the Customer Loyalty will decrease. The better the Brand Image the Customer Loyalty is increasing and the worse the Brand Image the customer loyalty will decrease.

References

Destalianiko Andikarini,(2017) Pengaruh Kualitas Produk,Citra Merek.dan Harga Pada Keputusan Pembelian Untuk Lipstik Wardah Berdasarkan Karakteristik Demografis di Yogyakarta

Wati, L.N. 2017, Metodologi Penelitian Terapan, Aplikasi SPSS

Fandy, Tjiptono (2011). Pemasaran jasa. Malang: Malang

Febrianto, Lucky,. 2011, Analisis Pengaruh Kualitas Jasa Terhadap Loyalitas Pelanggan Bus Damri Kota Semarang, Universitas Diponegoro Semarang.

Griffin, Jill. 2013. Menumbuhkan dan Mempertahankan Kesetian Pelanggan. Jakarta: Erlangga.

Getty , J.M & Thompson, N.K, 2014, The relationship between quality, satisfaction, and recommending behavior in lodging decisions. Journal of hospitality and leisure Marketing.

Ika Pratiwi, D, dan Sugiarto, S., 2010, Analisis Pengaruh Harapan Pelanggan, Kulitas Produk, Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Internet Flash Unlimited Di Semarang (Doctoral dissertation,Univetsitas Diponegoro).

Kotler, Philip. 2009. Manajemen Pemasaran. Jakarta : Erlangga.

Kotler, Philip. 2011. Manajemen Pemasaran dan Analisis Perencanaan, Implementasi dalam Perencanaan, Jillid 11. Jakarta: Erlangga.

Kotler, Phillip dan Gary Amstrong. 2015. Dasar dasar Pemasaran. Jillid 2. Jakarta: PT. Indeks Kelompok Geramedia.

Kotler,Phillip & Killer (2009). Manajemen pemasaran. Terjemahaan Bob Sabar. Edisi ke 13 Jilid 1. Jakarta : Erlangga

Mochamad Rizki, (2016). Pengaruh Iklan dan Citra Merek Terhadap Loyalitas Pelanggan Produk Kometik Wardah.

Nurul Vivit Hapsari (2018) . Pengaruh Lebel Halal,Citra Merek dan Kualitas Produk terhadap Loyalitas pelanggan Dengan kepuasan Konsumen Sebagai Variabel Intervening.

Salnes, F., 2013, An examination of the effect of product performence on brand reputation, satisfaction and loyalty. European journal of marketing 27(9), 19-35

Sinanga, Pratua Pramana Hamonangan, 2010, “Analisis Pengaruh Kualitas Pelayanan, Kepuasan Pelanggan, dan Lokasi Terhadap Loyalitas Pelanggan ( Studi Kasus Pada Warnet Chamber Semarang )”, Universitas Diponegoro Semarang.

Siti Ubaidah, 2016, Analisis Pengaruh Citra Merek, Kualitas produk Wardah Terhadap Kepuasan dan Loyailitas Pelanggan dikota jember

Sugiyono. 2009. Metode Penelitian Bisnis (Pendekatan Kantitatif, Kalitatif dan H&R). Bandung: CV. Alfabeta Bandung

Tio Fanta Sulastri Marbun (2017). Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Produk Kosmetik Wardah Di Cikarang Utara

http://blog:pricepedia.org/id/brand-kecantikan-kosmetik-lokalberkualitas/

https://www.paragon-innovation.com

https://youtu.be/isrx9q7s-M

https://youtu.be,up6487BzlpA

https://yout.be/UJh8boc_z4c

https://yout.be/gZ00bUyuDqo

www.wardahkosmetik.com

Downloads

Published

2020-09-30

How to Cite

Wijayani, T., & Prambudi, B. (2020). PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN (Studi Empiris Pada Konsumen Wardah di Gerai Pusat Grosir Cililitan). Jurnal Ekobis : Ekonomi Bisnis &Amp; Manajemen, 10(2), 195–207. https://doi.org/10.37932/j.e.v10i2.127

Issue

Vol. 10 No. 2 (2020): Jurnal Ekobis: Ekonomi Bisnis dan Manajemen

Section

Articles

License

Copyright Notice

Copyright

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of initial publication in this journal.

Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges and earlier and greater citation of published work (See The Effect of Open Access).

License

You are free to:

  • Adapt — remix, transform, and build upon the material
  • for any purpose, even commercially.

Under the following terms:

  • Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.

  • ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.

  • No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

           

Jurnal Ekobis: Ekonomi Bisnis & Majemen is licenced under Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0).

Privacy Statement

The names and email addresses entered in this journal site will be used exclusively for the stated purposes of this journal and will not be made available for any other purpose or to any other party.