Pengaruh Citra Merek, Kualitas Produk dan Kualitas Pelayanan terhadap Loyalitas Pelanggan Ventela di Kecamatan Bekasi Timur

Tarigan, Theo Pilus (2023) Pengaruh Citra Merek, Kualitas Produk dan Kualitas Pelayanan terhadap Loyalitas Pelanggan Ventela di Kecamatan Bekasi Timur. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

The purpose of this study was to determine the effect of Brand Image, Product Quality, and Service Quality on Ventela Customer Loyalty in East Bekasi District. The population in this study is Ventela's customers who are students in East Bekasi. The sampling technique in this study used a purposive sampling method. The samples taken were 180 respondents. The analysis used in this study is multiple regression analysis. The results of this study indicate: (1) there is a positive and significant influence of brand image variables on Ventela customer loyalty in East Bekasi District (2) there is a positive and significant influence of product quality variables on Ventela customer loyalty in East Bekasi District, (3) there is positive and significant influence of service quality variables on Ventela customer loyalty in East Bekasi District, (4) there is a positive and significant influence between brand image, product quality and service quality variables simultaneously on Ventela customer loyalty in East Bekasi District. The results of the test analysis of the Coefficient of Determination with SPSS version 26, the R Square value is 0.572 which means that the brand image, product quality and service quality variables contribute 57.2% in influencing customer loyalty and the remaining 42.8% is influenced by other variables outside this research.

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