PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP LOYALITAS KONSUMEN

Abstract

The purpose of this research is to find out the influence of brand image, product quality and price
partially to the customer loyalty to Pond’s Flawless White and to test which variable has dominant
influence to the customer loyalty. The samples are 100 people and they have been selected accidentally.
The data analysis technique has been done by using multiple linear regressions. The researcher has
been tested the validity and the reliability of the obtained data and to test the classic assumption test
on the analysis model includes of multicolinearity test, heteroscedasticity and normality test to get the
BLUE analysis model. The validity of the entire indicators have been tested by using Pearson
coefficient correlation is ≥ 0.3 and it is reliable with the coefficient of Cronbach’s Alpha is ≥ 0.6. The
analysis model has met classic assumption test requirements. The regressions test shows that brand
image, product quality and price partially have significant influence to the customer loyalty with the
significance level of 0.003, 0.004 and 0.036 at the degree of mistake 5%. The product quality becomes
the dominant variable which influence the customer loyalty with the partial coefficient determination
is 0.091.

Keywords: Brand Image, Product Quality, Price, Customer Loyalty.