ANALISIS PENGARUH HARGA, CITRA MEREK DAN KUALITAS PRODUK TERHADAP LOYALITAS PENGGUNA SMARTPHONE SAMSUNG DI STIE TOTALWIN SEMARANG

Abstrak

Abstract

Loyalty is the willingness of consumer to continue to subscribe at a company in the long run by buying and using goods and services, is repeate dlyreworked and better yet exclusively and voluntarily recommend the company product to others.

            This study devoted tol analysis influence of price empiricly variable,brand image,product quality to loyality. Aand to known variable that gae. Most dominant influence,which is price,brand image and produk quality to loyalty in semarang smartphone mobile in semarang.Collected data method used questioner.Population was STIE totalwin semarang student manajemen concentration who. Want to used Samsung smartphone.Sample was 30 respondent with purposive sampling technique.

Analysis result with statistic SPSS with double regression linier, Y = 0,214X1 + 0,285X2 + 0,392X3 + e double regression linier show there are positive influence and significant from price variable, brand image and product quality to loyalty customer smartphone.

Keywords: Price, Brand image, Product quality, Customer loyalty