Pengaruh Diferensiasi Produk, Reputasi Merek, dan Kualitas Pelayanan Terhadap Loyalitas Konsumen (Studi Kasus di Fashion Muslim di Zoya cabang Solo)
Keywords:
Product Differentiation, Brand Reputation, Quality of Service, Consumer LoyaltyAbstract
The aim of this research is to determine the influence of product differentiation, brand reputation and service quality on consumer loyalty (Case Study at the Solo branch of Zoya Muslim Fashion). The research method used is a quantitative approach with a questionnaire with a sample size of 75 respondents obtained from Ferdinand's theory, accidental sampling and data processing using SPSS version 25. The data analysis method used is descriptive statistical test, validity test, reliability test, normality test, test heteroscedasticity, autocorrelation test, multicollinearity test. To test the hypothesis, use multiple linear regression analysis, t test, f test, and coefficient of determination test. It is known that the calculated t value for the Product Differentiation variabel is 0.286 < t tabel 1.99394 so it can be concluded that the product differentiation variabel has no effect on consumer loyalty. Brand Reputation variabel t count 1.485 > t tabel 1.99394 so it can be concluded that the Brand Reputation variabel has no effect on Consumer Loyalty. Service Quality Variabel t count 3.873 > t tabel 1.99394 so it can be concluded that the service quality variabel has an effect on Consumer Loyalty. The significance value of the F test is 0.000. From these results it is known that the significance value is smaller than 0.05, thus it can be concluded that this regression model is suitabel for use and the independent variabels together have an effect on the dependent variabel.References
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