Published: 2024-01-30
Pengaruh Faktor-Faktor Kualitas, Nilai, dan Preferensi Merek terhadap Loyalitas Konsumen pada Produk Bromen
DOI: 10.35870/emt.v8i1.2163
Abstract
This research investigates the influence of perceived quality, perceived value, brand preference, and consumer satisfaction on consumer loyalty for Bromen products. The research method involves multiple regression analysis using multiple linear regression measuring instruments. The results of the validity and reliability tests show that all research variables are reliable and valid. Regression analysis reveals that perceived value and brand preference significantly influence consumer loyalty, with contributions of 18.8% and 25.3%. Even though perceived quality and consumer satisfaction make a positive contribution, both are not statistically significant. The coefficient of determination of 18.8% shows that variations in consumer loyalty can be explained by these four factors. The implications of this research underline the importance of companies increasing brand preference through intensive marketing strategies and adding added value to products to strengthen perceived value, while still paying attention to perceived quality and consumer satisfaction to strengthen consumer loyalty.
Keywords
Perceived Quality; Perceived Value; Brand Preference; Consumer Satisfaction; Consumer Loyalty
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 8 No. 1 (2024)
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Section: Articles
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Published: 2024-01-30
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License: CC BY 4.0
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Copyright: © 2024 Authors
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DOI: 10.35870/emt.v8i1.2163
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Didih Muhamad Sudi, STAI Syekh Manshur Pandeglang,
STAI Syekh Manshur Pandeglang, Kota Banten, Provinsi Banten, Indonesia
Anto Purwadi, Sekolah Tinggi Media Komunikasi Trisakti,
Program Studi Teknologi Grafika, Sekolah Tinggi Media Komunikasi Trisakti, Kota Jakarta Timur, Daerah Khusus Ibukota Jakarta, Indonesia
Alfian Firmansyah, Sekolah Tinggi Ilmu Ekonomi Syariah (STIES) Putera Bangsa Tegal,
Program Studi Manajemen Bisnis Syariah, Sekolah Tinggi Ilmu Ekonomi Syariah (STIES) Putera Bangsa Tegal, Kabupaten Tegal, Provinsi Jawa Tengah, Indonesia
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