PENGARUH HARGA, PRODUK, MEREK, DAN LAYANAN TERHADAP LOYALITAS PELANGGAN

Abstract

This research is aimed to find out to the influence of price, product quality, brand equity, brand
equity and service quality to the customer loyalty. The independent variables consist of price,
product quality, brand equity and service quality influence customer loyalty as its dependent
variable. This research is conducted in CV. Mitra Jaya Collection in Tanggulangin. The data
collection method in this research has been done by issuing questionnaires which have been filled
in by customers of CV. Mitra Jaya Collection as the respondents who have bought the product at
least twice. The analyses which have been applied in this research include the analysis of index
numbers, validity, reliability test, classic assumption test, multiple linear regressions analysis
and hypothesis test which includes t-test, F test and the determination coefficient (R
). The result
of the test shows the simultaneous influence of research models to the customer loyalty in the
gallery CV. Mitra Jaya Collection is significant. This finding is supported by the result of
correlation coefficient of 92.6% shows that the corelation between the independent variables
simultaneously to the customer loyalty to the gallery of CV. Mitra Jaya Collection is firm.

Keywords: price, product quality, and customer loyalty.