PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN SHUTTLECOCK SUN POWER

Abstract

This research is meant to find out the influence of brand image, price and product quality to the customer’s loyalty of Shuttlecock Sun Power in Surabaya. This research is quantitative with comparative casual method. The population in this research used shuttlecock Sun Power users at Surabaya. The sampling collection technique has been done by using non-probability sampling with purposive sampling technique. The research data has been done by issuing questionnaire to the 98 customers. Meanwhile, the analysis technique has been carried out by using multiple linear regressions with using software application of SPSS 21. The result of hypothesis test found that brand image gives positive significant to the customers’ loyalty. Price gives positive significant influence to the customers’ loyalty. Product quality gives positive significant influence to the customers’ loyalty. It has been expected that the company of San Power Shuttlecock to logos and brands of Sun Power products should be made more attractive again by using designs and colors ,ore striking for consumers easier to recognize. In addition it needs to be improved again with a simple logo, brand that is easy to say and aesy to remember is the consumen remains loyal to the product.
Keywords: Brand image, price, product quality, and customers loyalty.