DWI RUMAISAH HASIBUAN, NPM 2101100188 (2025) PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK DAN PELAYANAN TERHADAP LOYALITAS PELANGGAN USAHA TOKO ROTI BUNDA HABIB. Tugas_Akhir (Artikel) Jurnal Manajemen Bisnis Kewirausahaan, 4 (1). pp. 179-189. ISSN 2829-2502 (e-ISSN) 2829-260X (p-ISSN)
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga, citra merek dan pelayanan terhadap loyalitas pelanggan. Sampel dalam penelitian ini sebanyak 100 responden yaitu pelanggan toko roti Bunda Habib. Penelitian ini menggunakan uji validitas, uji reabilitas, uji asumsi klasik, uji regresi linear berganda, uji t, uji F, dan koefisien determinasi dengan menggunakan SPSS 24. Hasil penelitian menunjukkan bahwa Kualitas produk secara parsial berpengaruh positif dan signifikan terhadap loyalitas pelanggan pada Toko Roti Bunda Habib, Harga secara parsial berpengaruh positif dan signifikan terhadap loyalitas pelanggan pada Toko Roti Bunda Habib, Citra merek secara parsial berpengaruh positif dan signifikan terhadap loyalitas pelanggan pada Toko Roti Bunda Habib, Pelayanan secara parsial berpengaruh positif dan signifikan terhadap loyalitas pelanggan pada Toko Roti Bunda Habib, dan Kualitas produk, harga, citra merek dan pelayanan secara simultan berpengaruh positif dan signifikan terhadap loyalitas pelanggan pada Toko Roti Bunda Habib Kata Kunci: Citra Merek, Loyalitas Pelanggan, Harga, Kualitas Produk, Layanan ================================================================================================= This study aims to determine the effect of product quality, price, brand image and service on customer loyalty. The sample in this study was 100 respondents, namely customers of Bunda Habib bakery. This study uses validity test, reliability test, classical assumption test, multiple linear regression test, t test, F test, and coefficient of determination using SPSS 24. The results of the study indicate that product quality partially has a positive and significant effect on customer loyalty at Bunda Habib Bakery, Price partially has a positive and significant effect on customer loyalty at Bunda Habib Bakery, Brand image partially has a positive and significant effect on customer loyalty at Bunda Habib Bakery, Service partially has a positive and significant effect on customer loyalty at Bunda Habib Bakery, and Product quality, price, brand image and service simultaneously have a positive and significant effect on customer loyalty at Bunda Habib Bakery Keywords: Brand image, Customer Loyalty, Price, Product quality, Service
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Citra Merek, Loyalitas Pelanggan, Harga, Kualitas Produk, Layanan====================Brand Image, Customer Loyalty, Price, Product quality, Service |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 26 Jun 2025 04:26 |
| Last Modified: | 26 Jun 2025 04:26 |
| URI: | http://repository.ulb.ac.id/id/eprint/1530 |
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