PUTRI, ARIANI (2012) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN PADA PRODUK OLI FEDERAL DI WILAYAH JAKARTA TIMUR (Survei Pada Bengkel Resmi Ahass 2657 Dewi Sartika). S1 thesis, Universitas Negeri Jakarta.
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Abstract
ABSTRACT Ariani Putri, 8215099378:The Influence of Product Quality and Brand Image on Consumer Loyalty of Federal Oil in the Area at East Jakarta (Survey on the Workshop’s Official AHASS 2657 Dewi Sartika). Skripsi, Jakarta: Study Program of S1 Management, Faculty of Economics, State University of Jakarta, December 2011. The purpose of this study are: 1) Knowing the description of the product quality, brand image, and consumer loyalty of Federal Oil, 2) Knowing the influence of product quality to consumer loyalty of Federal Oil, 3) Knowing the influence of brand image to consumer loyalty of Federal Oil, 4) Knowing the influence product quality and brand image simultaneously to consumer loyalty of Federal Oil. The unit of observation is 204 respondents who turn of motor oil in Dewi Sartika and use Federal oil consumption four times or more. Research designs used are descriptive and causal. Sample determination technique using convenience sampling. Data collection techniques using a questionnaire with a Likert scale from 1 to 5. The results of descriptive analysis showed: 1) Federal oil product quality has been good enough in terms of quality, performance, accuracy and quality of product design, but still need to increase the quality of the product as a whole. 2) Federal oil brand image already looks good. Can be seen from the benefits provided by these products and the reputation of a good company in the manufacture of oil. 3) Consumer loyalty looks good by doing four oil usage times or more, but there are some consumers who have not been able to do a denial of its competitor's products. The results of this research through hypothesis testing of t and the F-test show that there is the influence of variable quality of the product to the consumer loyalty, there is the influence of brand image on consumer loyalty, and there is the influence of quality of product and brand image simultaneously or together of consumer loyalty. Based on the determination of the coefficient of 54.2 %, then variation consumer loyalty of 54.2 % determined by variate quality products and brand image . Keywords: Quality of Product, Brand Image, Consumer Loyalty, Federal Oil
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