Pengaruh kualitas produk dan citra merek terhadap loyalitas pelanggan (pada merek inspired produk fashion Kendalsari Kota Malang) / Priagung Hadi Kusuma

Kusuma, Priagung Hadi (2018) Pengaruh kualitas produk dan citra merek terhadap loyalitas pelanggan (pada merek inspired produk fashion Kendalsari Kota Malang) / Priagung Hadi Kusuma. Diploma thesis, Universitas Negeri Malang.

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Abstract

ABSTRAK Kusuma, PriagungHadi. 2017. PengaruhKualitasProdukdan Citra MerekTerhadapLoyalitasPelanggan (StudiPadaInspiredProduk Fashion Kendalsari Kota Malang). Skripsi. JurusanManajemen. FakultasEkonomi. UniversitasNegeri Malang. Pembimbing : Dr. TitisShintaDhewi, S.P, M.M Kata Kunci :Kualitasproduk, Citra Merek, LoyalitasPelanggan. Fashion merupakansesuatu yang akanterusberkembang, perkembangannyasangatpesatdimulaidarizamandahuluhinggapada era globalisasi, sepertipakaian yang dahulumenjadikebutuhan yang tidakterlaludiperhatikannamunsekarangmenjadihal yang sangatpentinguntukmenunjangpenampilandalambermasyarakatterutamakaumremaja.Inspiredmerupakanperusahaan yang menyediakankebutuhanterkaitdengankebutuhanakanpakaian yang berada di KendalsariKota Malang,Inspiredadalahmerek yang masihtetapeksisseiringdenganketatnyapersaingan yang ada. Adapunvariabel yang akanditelititerkaitpengaruhkualitasprodukdancitramerekterhadaployalitaspelanggan. Tujuanpenelitianinidilakukanuntukmengetahui 1. Deskripsikualitasproduk, citramerekdanloyalitaspelanggan, 2. PengaruhkualitasProdukdan Citra Merekterhadaployalitaspelanggansertauntukmengetahui3. Variabelbebasmanakah yang berpengaruh paling dominanterhadapVariabelloyalitaspelangganpadaInspiredKendalsari Kota Malang.Menurutbeberapapenelitianterdahulukualitasprodukdancitramerekmemilikipengaruhpositifterhadaployalitaspelanggan. Penelitianinimenggunakanpendekatankuantitatifdenganjenispenelitian yang digunakanadalahdeskriptifdaneksplanatory research. Populasipadapenelitianinididapatkandari data penjualanInspiredpadajanuari-maret 2017, populasibersifatfinite population, sample yang digunakanberjumlah 200 responden. Tekniksampling yang digunakanadalahsimple random sampling, teknikpengumpulan data menggunakankuesioner. Hasilpenelitianinimenunjukanbahwakualitasprodukdancitramerek yang dimilikiolehInspiredbaikmenurutnilai rata-rata yang diberikanrespondensedangkanuntukloyalitaspelangganpadaInspiredtelahmencapaitingkat yang lebihbaikyaitupelanggantelahmaumerekomendasikanprodukInspired. Secaraparsialkualitasprodukdancitramerekberpengaruhpositifdansignifikanterhadaployalitaspelanggan. Saran penelitiuntukperusahaanharusmemberikanvarian motif produk yang ditawarkankepadapelanggansertamengembangkanteknikpemasaran. Untukpenelitiselanjutnyadiharapkanuntukmenelitidenganvariabeldanmetode yang berbeda agar dapatmenemukansuatupembaharuan. ABSTRACT Kusuma, Priagung Hadi. 2017. The Influence of Product Quality and Brand Image To Customer Loyalty (Study At Inspired27 Fashion Products Kendalsari Malang).Undergraduate Thesis. Department of Management. Faculty of Economic. Universitas Negeri Malang. Advisor: Dr. Titis Shinta Dhewi, S.P, M.M. Keywords: Product Quality, Brand Image, C ustomer Loyalty Fashion is something that will always continue to grow, its development is very rapidly starting from ancient times until globalization era, such as clothing that had become a requirement, which is not too important, but now become a very important thing to support the appearance in the community, especially teenagers. Inspired27 is a company that providing needs related to the need for clothing located in Kendalsari Malang, as for variables in this research that will be examined related to the influence of product quality and brand image to customer loyalty. The purpose of this study was conducted to determine 1. Description of product quality, brand image and customer loyalty, 2. Effect of customer quality on customer loyalty 3. Find the dominan effect of produck quality and brand image The study used quantity approach with type of study is descript and exsplanatory research. The population in this study obtained from sales data Inspired27 on January-March 2017, population is finite population, the sample used amounted to 200 respondents. The sampling technique used is simple random sampling, data collection techniques using questionnaires. The results of this study indicate that the quality of products and brand image owned by Inspired27 by the average value given by respondents while for customer loyalty on Inspired27 has reached a better level that customers have been willing to recommend Inspired27. Partially product quality and brand image have positive and significant influence to customer loyalty. The researcher's suggestion for the company should provide a variant of product motives offered to customers as well as develop marketing techniques. For further researchers it is desirable to examine with different variables and methods in order to find a renewal.

Item Type: Thesis (Diploma)
Subjects: ?? ??
Divisions: Fakultas Ekonomi (FE) > Jurusan Manajemen (MNJ) > S1 Manajemen
Depositing User: Users 2 not found.
Date Deposited: 21 Feb 2018 04:29
Last Modified: 09 Sep 2018 03:00
URI: http://repository.um.ac.id/id/eprint/32212

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