DEVITA KHAYUN, NPM 2101100044 (2025) PENGARUH KUALITAS PRODUK, HARGA, PROMOSI DIGITAL DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN PADA USAHA KERIPIK SINGKONG SEHATI DI DESA TANJUNG HARAPAN. Tugas_Akhir(Artikel) YUME : Journal of Management, 8 (2). pp. 840-849. ISSN 2614-851X (e-ISSN)
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Abstract
Tujuan daripada penelitian ini guna menganalisis pengaruh kualitas produk, harga, promosi digital serta citra merek pada loyalitas pelanggan Usaha Keripik Singkong Sehati di Desa Tanjung Harapan. Penelitian ini merupakan penelitian kuantitatif, Usaha Keripik Singkong Sehati di Desa Tanjung Harapan adalah tempat penelitian ini dilakukan. Populasi penelitian ini adalah konsumen dari Usaha Keripik Singkong Sehati, dan metode pengumpulan data melalui observasi, dokumentasi, serta kuesioner menggunakan skala likert. Untuk dapat menyederhanakan jumlah sampel, peneliti memanfaatkan rumus Cochran yang digunakan untuk menghitung sampel, dan didapati 96 responden sebagai jumlah sampel penelitian. Data penelitian dikumpulkan dengan memanfaatkan teknik purposive sampling, yakni teknik pemilihan sampel yang hanya memilih individu tertentu berdasarkan kriteria yang telah ditentukan untuk menjadi sampel. Studi ini memanfaatkan analisis regresi linear berganda yang diuji dengan uji parsial (t), simultan (f) serta koefisien determinasi. Temuan studi mengungkapkan bahwasanya kualitas produk, harga, promosi digital, hingga citra merek secara parsial berpengaruh positif dan signifikan, dan secara simultan berpengaruh pada loyalitas pelanggan pada Usaha Keripik Singkong Sehati di Desa Tanjung Harapan. Kata Kunci : Kualitas Produk, Harga, Promosi Digital, Citra Merek, LoyalitasPelanggan ================================================================================================= The purpose of this study is to analyze the effect of product quality, price, digital promotion and brand image on customer loyalty of Sehati Cassava Chips Business in Tanjung Harapan Village. This study is a quantitative study, Sehati Cassava Chips Business in Tanjung Harapan Village is the place where this research was conducted. The population of this study were consumers of Sehati Cassava Chips Business, and the data collection method was through observation, documentation, and questionnaires using a Likert scale. In order to simplify the number of samples, the researcher used the Cochran formula which was used to calculate the sample, and 96 respondents were found as the number of research samples. The research data were collected using purposive sampling techniques, namely sample selection techniques that only select certain individuals based on predetermined criteria to be samples. This study uses multiple linear regression analysis which is tested with partial (t), simultaneous (f) tests and coefficient of determination. The study findings reveal that product quality, price, digital promotion, and brand image have a partial positive and significant effect, and simultaneously affect customer loyalty at Sehati Cassava Chips Business in Tanjung Harapan Village. Keywords : Product Quality, Price, Digital Promotion, Brand Image, Customer Loyalty
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Kualitas Produk, Harga, Promosi Digital, Citra Merek, Loyalitas Pelanggan====================Product Quality, Price, Digital Promotion, Brand Image, Customer Loyalty |
| 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: | 01 Jul 2025 02:52 |
| Last Modified: | 01 Jul 2025 02:52 |
| URI: | http://repository.ulb.ac.id/id/eprint/1535 |
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