PENGARUH BRAND IMAGE, KUALITAS PRODUK DAN KEPERCAYAAN PELANGGAN TERHADAP LOYALITAS PELANGGAN SEREAL SARAPAN PAGI ENERGEN
DOI:
https://doi.org/10.31932/jpe.v8i1.2190Keywords:
Brand Image, Product Quality, Customer Trust, Customer LoyaltyAbstract
Intense competition has led to competition between companies and led to the emergence of various similar companies that compete strictly in showing their existence. This study aims to determine the effect of Brand image and Product Quality on Customer Loyalty of Energen Breakfast Cereals Study at Surabaya State University. The type of research used is quantitative. The measurement scale used is the Likert scale. The population in this study were consumers who had bought and consumed Energen products. The sample used was 100 students at state universities in Surabaya. Primary data obtained directly by distributing questionnaires. Influence test using regression test with hypothesis testing using t test and F test. Based on the results of data processing it can be concluded that Brand image, Product Quality and Trust simultaneously have a significant effect on customer loyalty of energen breakfast cereals; Brand image partially has a positive and significant effect on Customer Loyalty of energen breakfast cereals; Product Quality partially has a positive and significant effect on Customer Loyalty of energen breakfast cereals; Trust partially has a positive and significant effect on Customer Loyalty of energen breakfast cerealsReferences
Aji, A. S., & Marleni, N. N. (2018). Survei Kepuasan Pelanggan PDAM Kota Balikpapan. Magelang: Unimma Press
Aldama, E.I., Putra, D.K.S. 2021. Pengaruh Pada Iklan Terhadap Customer Loyalty Pada Natura World di Kota Surakarta (Effect Advertisement to Customer loyalty natura world in surakarta city). e-Proceeding of Management: Vol.8, No.4 Agustus 2021
Ardana, F.N., Artanti, Y., 2022. Keputusan Pembelian Produk Fashion pada E-Commerce: Pengaruh Fashion Consciousness, Shopping Enjoyment, Nilai Konsumen. JURKAMI: Jurnal Pendidikan Ekonomi, 7 (1) DOI : 10.31932/jpe.v7i1.1549
Di Renzo, L., Gualtieri, P., Pivari, F., Soldati, L., Attinà , A., Cinelli, G., Leggeri, C., Caparello, G., Barrea, L., Scerbo, F., Esposito, E., & De Lorenzo, A. (2020). Eating habits and lifestyle changes during COVID-19 lockdown: an Italian survey. Journal of translational medicine, 18(1), 229. https://doi.org/10.1186/s12967-020-02399-5
Fasha, H.F., Madiawati, P.N. 2019. Pengaruh Brand Image, Kualitas Produk dan Harga Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Sebagai Variabel Intervening Produk Zara Di Kota Bandung. eProceedings of Management. Vol 6, No 2 (2019) https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/9449
Haryana, N., Ismunandar. (2021). Analisis Pelayanan Jasa Pengiriman Paket Pada PT. Pos (Persero) Cabang Bima. JURKAMI: Jurnal Pendidikan Ekonomi, 6 (2) DOI: 10.31932/jpe.v6i2.1239
Maulidia, A., Prihatini, A. E., & Prabawani, B. (2021). Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Produk Kecantikan Mustika Ratu (Studi Pada Konsumen Mustika Ratu Di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 10(1), 803-812. https://doi.org/10.14710/jiab.2021.29814
Nauly, C., & Saryadi. (2020). Pengaruh Brand image dan Kualitas Produk Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen J.Co Donuts and Coffee Java Supermall Kota Semarang. Jurnal Administrasi Bisnis, 974-983.
Palilati, A.P., Umar, z.a., Niode, I.Y. 2022.Pengaruh Kualitas Produk Terhadap Loyalitas Konsumen Dengan Variabel Kepuasan Konsumen Sebagai Variabel Intervening. Jurnal Ilmiah Manajemen Dan Bisnis. JAMBURA: Vol 5. No 2. September 2022 Website Jurnal: http://ejurnal.ung.ac.id/index.php/JIMB
Priansa, D,J. (2017). Perilaku Konsumen Dalam Persaingan Kontenporer. Bandung: Alfabeta.
Putri, Y.L., Utomo, H. 2017. Pengaruh Kualitas Pelayanan Terhadap Loyalitas Pelanggan Dengan Kepuasan Sebagai Variabel Intervening (Studi Persepsi Pada Pelanggan Dian Comp Ambarawa) Among Makarti: Jurnal Ekonomi dan Bisnis. Vol 10, No 1 (2017) https://jurnal.stieama.ac.id/index.php/ama/article/view/147
Widodo, S. (2019). Perilaku Konsumen. Medan: Percetakan Sembada.
