Pengaruh Kualitas Produk dan Komunikasi Marketing pada Brand Image serta Dampaknya terhadap Loyalitas Pelanggan pada Produk Sarung di Surabaya

Jurnal Manajemen dan Keuangan

View Publication Info
 
 
Field Value
 
Title Pengaruh Kualitas Produk dan Komunikasi Marketing pada Brand Image serta Dampaknya terhadap Loyalitas Pelanggan pada Produk Sarung di Surabaya
 
Creator Bambang, Pontjo
ramadhani , yesa
 
Subject Product Quality, Marketing Communication, Brand Image, Customer Loyalty
 
Description The purpose of this study was to empirically examine the effect of product quality on consumer brand image, the effect of marketing communication on consumer brand image, and the effect of brand image on loyalty. This study uses primary and secondary data sources obtained directly by distributing 100 questionnaires to respondents. The sampling method is non-probability with a pirposive sampling technique. The criteria for respondents are male, the research method uses SEM (Structural Equation Modeling) analysis. The findings of this study are, The first hypothesis which states that product quality affects brand image and is proven significantly, the second hypothesis which states that marketing communication affects brand image is not proven significantly, the third hypothesis which states that brand image affects customer loyalty is proven significantly
 
Publisher Program Studi Manajemen Fakultas Ekonomi Universitas Samudra
 
Date 2021-05-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier https://ejurnalunsam.id/index.php/jmk/article/view/3031
10.33059/jmk.v10i1.3031
 
Source Jurnal Manajemen dan Keuangan; Vol 10 No 1 (2021): JURNAL MANAJEMEN DAN KEUANGAN; 72-96
2615-1316
2252-844X
 
Language eng
 
Relation https://ejurnalunsam.id/index.php/jmk/article/view/3031/2458
 
Rights Copyright (c) 2021 Jurnal Manajemen dan Keuangan
http://creativecommons.org/licenses/by-sa/4.0
 

Contact Us

The PKP Index is an initiative of the Public Knowledge Project.

For PKP Publishing Services please use the PKP|PS contact form.

For support with PKP software we encourage users to consult our wiki for documentation and search our support forums.

For any other correspondence feel free to contact us using the PKP contact form.

Find Us

Twitter

Copyright © 2015-2018 Simon Fraser University Library