Pengaruh Kualitas Produk, Citra Merek, dan Harga Terhadap Loyalitas Pelanggan Sosis Kanzler pada Toko Dwi Agen Snack Lumajang

Abstract

The development of industry in Indonesia is very rapid and has become a competition for food companies with the rampant customer need for ready-to-eat foods such as Kanzler sausages. This study aims to determine how much influence product quality, brand image, and price have on customer loyalty of Kanzler sausages at Toko Dwi Agen Snack Lumajang. The method used in this study is quantitative. Meanwhile, data collection was through the distribution of questionnaires with the Kanzler sausage customer population at the Lumajang Snack Dwi Agen Shop with a purposive sampling method with a sample of 60 respondents. Hypothesis testing with multiple linear regression analysis techniques with partial testing or t tests that get the following results: 1) product quality does not affect customer loyalty of Kanzler sausages at the Lumajang Snack Agent Dwi Agent Store. 2) brand image has no effect on customer loyalty of Kanzler sausages at Toko Dwi Agen Snack Lumajang. 3) price affects customer loyalty of Kanzler sausages at Dwi Agen Snack Lumajang Store. The resulting coefficient of determination (R2) value is 0.482 or 48.2% customer loyalty can be explained by the variables of product quality, brand image, and price, while the rest is shown the estimated error value of 0.518 or 51.8% which is influenced by other variables, such as promotion, service quality, and customer perception.