PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN PRODUK TUPPERWARE DI PT. WIDYA MUTIARA BALI DENPASAR

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan citra merek terhadap loyalitas pelanggan produk Tupperware di PT. Widya Mutiara Bali Denpasar baik secara parsial maupun simultan. Desain penelitian menggunakan desain penelitian kuantitatif kausal. Subjek penelitian ini adalah pelanggan produk Tupperware di PT. Widya Mutiara Bali Denpasar dan objeknya adalah kualitas produk, citra merek, dan loyalitas pelanggan. Sampel penelitian ini berjumlah 99 orang. Data dikumpulkan dengan kuesioner dan kemudian dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa: (1) kualitas produk dan citra merek berpengaruh signifikan terhadap loyalitas pelanggan, (2) kualitas produk berpengaruh positif dan signifikan terhadap loyalitas pelanggan, dan (3) citra merek berpengaruh positif dan signifikan terhadap loyalitas pelanggan produk Tupperware di PT. Widya Mutiara Bali Denpasar.
Kata Kunci : : citra merek, kualitas produk, loyalitas pelanggan

This research aimed to determine the effect of product quality and brand image of the customer loyalty for Tupperware products at PT. Widya Mutiara Bali Denpasar both partially and simultaneously. The research design used a quantitative causal research design. The subjects of this research were customers of Tupperware products at PT. Widya Mutiara Bali Denpasar and object of this research were product quality, brand image, and customer loyalty. The sample of research amounted 99 people. The data were collected by questionnaire and then analyzed by multiple linear regression analysis. The results of this research showed: (1) product quality and brand image had a significant effect on customer loyalty, (2) product quality had a positive and significant effect on customer loyalty, and (3) brand image had a positive and significant effect on customer loyalty for Tupperware products at PT. Widya Mutiara Bali Denpasar.
keyword : product quality, brand image, customer loyalty