HUBUNGAN KINERJA PRODUK, PERSEPSI NILAI, IKATAN EMOSIONAL, REPUTASI MEREK DAN LOYALITAS PELANGGAN

Abstract

This research is meant to examine the influence of product performance, value perception, and emotional bonding to the customer loyalty and to examine the influence of brand reputation to the correlation among product performance, value perception, and emotionalbonding to the customer loyalty. The population is the students of STIESIA Surabaya who use IM3 products with unknown numbers. The accidental sampling approach is used as the sample determination technique which is based on the incident which is whoever accidentally meets the researcher will be used as the sample if it is considered to be suitable and 100 respondents have been selected as samples. Based on the result of the multiple linier regressions analysis test and the residual test it has generated 2 findings which are compatible with the hypothesis. First, product performance, value perception,emotional bonding and brand reputation have significant influence to the customer loyalty. Secondly, brand reputation cannot moderate the influence among product performance, value perception and emotional bonding to the customer loyalty.
Keywords : Product Perfomance, Value Perception, Brand Reputation, Customer Loyalty