PENGARUH KUALITAS PRODUK, CITRA MEREK DAN HARGA TERHADAP LOYALITAS KONSUMEN PRODUK PANTENE

SANKLARIA, APRIANA (2018) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN HARGA TERHADAP LOYALITAS KONSUMEN PRODUK PANTENE. S1 thesis, Universitas Negeri Jakarta.

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Abstract

This research is motivated by the level of competition in the business field in Indonesia that is more getting strict in this globalization era. One product that has been competed by the manufacturer in this era is the shampoo product. Shampoo is a beauty product used by all the society, Shampoo has an important role in helping to keep your hair healthy and clean. P&G Indonesian Company has produced a Shampoo named Pantene. Pantene has leading the Indonesian market share in 2016 – 2018 regarding Top Brand Index (TBI), but there are few complaints from customers about the product quality, brand image and price If is not immediately fixed, then Pantene will be fall down. Wherefore, there are so many brands on the market that are most likely to shift the position of Pantene popularity in Indonesia nowadays. This research aims to detect the influence of product quality, brand image and price for Pantene’s customer loyalty. This research is used non-probability sampling to 150 samples which were customer of Pantene and used purposive sampling method. The results show product quality, brand image and price a positive and significant effect for customer loyalty. This research used SPSS version 24 for data analysis.

Item Type: Thesis (S1)
Additional Information: Dosen Pembimbing I :Dra. Basrah Saidani, M.Si Dosen Pembimbing II:Andrian Haro, S.Si., M.M
Uncontrolled Keywords: Product quality, brand iamge, price, customer loyalty
Subjects: Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Ahmad Afandi
Date Deposited: 08 Oct 2018 07:44
Last Modified: 08 Oct 2018 07:44
URI: http://repository.fe.unj.ac.id/id/eprint/6342

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