PENGARUH KUALITAS PRODUK, HARGA, IKLAN TELEVISI TERHADAP KEPUTUSAN PEMBELIAN BERDAMPAK PADA LOYALITAS

Abstract

Purchasing decision is behavior which arises in a person due to the stimulation or correlation from other parties to get a product. After purchasing decision is made, a customer will show post purchasing behavior in which it can indicate whether a customer is loyal or not. This research is aimed to find out the influence of product quality, price and television commercials to the customer purchasing decision and to find out the influence of purchasing decisions to the customer loyalty of ice cream Campina in Surabaya. The population is all customer who have ever purchased ice cream Campina in Surabaya city. The sample collection technique has been done by using accidental sampling and the numbers of samples are 98 respondents. This research applies two analytical techniques i.e. multiple linear regressions and simple linear regression which have been processed by using the SPSS 24 program. The result of hypothesis test indicates that product quality, price and television commercials have proved that these variables give significant and positive influence to the purchasing decision. Moreover, purchasing decision has proved to give significant and positive influence to the customer loyalty of ice cream Campina in Surabaya.