PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN (STUDI PADA PENGGUNA PRODUK COSMIC CLOTHES DI SURABAYA)

Abstract

This research aimed to analyze and find out the effect price, product quality and brand image on the customer’s loyalty (A Study for consumers of the cosmic clothes in Surabaya). The research was quantitative. Futhermore, the data collection technique used non-probability sampling, in which no equal opportunities for each element or member of the population to be selected as a sample. In line with that, there were 98 samples of consumers. Moreover, the population was Surabaya citizen who had purchased some products at cosmic clothes in Surabaya. The data analysis technique used multiple linear with the SPSS (Statical Product and Service Solution) program 23 version. Additional, the result showed that the price had a positive and significant effect on the customer’s loyalty. On the other hand, product quality had not a positive effect on the customer’s loyalty. In contrast, product quality did not positively effect on the customer’s loyalty. However, the brand image had a positive and significant effect on the customer’s loyalty.