PENGARUH KUALITAS PRODUK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS KONSUMEN LAPTOP HEWLETT PACKARD (Survei Pengguna Laptop di Universitas Jayabaya Jakarta Timur)

RATNAWATI, WULANARUM (2012) PENGARUH KUALITAS PRODUK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS KONSUMEN LAPTOP HEWLETT PACKARD (Survei Pengguna Laptop di Universitas Jayabaya Jakarta Timur). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Muhamad Ishal Sugiat H, 2012; The Influence of Product Quality and Brand Trust Towards Customer Loyality: Survey on Notebook Hewlett Packard Costumer at Jayabaya University East Jakarta. Advisory Team: Setyo Ferry Wibowo, SE., M.Si., Agung Kresnamurti, ST, MM. This study aims to describe clearly about product quality, Brand Trust and Customer Loyality on students at Jayabaya University East Jakarta. The second objective is to test the influence of product quality on customer loyality. The third objective is to test the influence of brand trust on customer loyality. And the fourth objective is to test the simultaneously the influence between product quality and brand trust to customer loyality. Population of the research is notebook Hewlett Packard costumer on Jayabaya University East Jakarta. Sampling totaled 100 respondents using nonprobability sampling method. While part of nonprobability sampling used was purposive sampling. The research was carried out quantitatively, descriptive and causal research design, and use survey methods. Analysis of the research was conducted using SPSS 16 for data processing. The results of the t test shows the product quality and customer loyality significantly influence the significance value X to Y (0.000), and brand trust and customer loyalty are also significantly influence the value of significance X 1 to Y (0.000) both are not greater than 0.05. The results of F test simultaneously indicates product quality and brand trust influencing significantly to customer loyality (0.000). And the result of determination analysis in this study shows the variations in the value of customer satisfaction that is described in the variable product quality and price by 26.4%. While the remaining 73.6% are influenced or explained by other variables that are not included in this research model. Keywords: Product Quality, Brand Trust, Customer Loyality.

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