Analisis Pengaruh Citra Merek, Kualitas Produk, dan Persepsi Harga Terhadap Loyalitas Konsumen Produk Pasta Gigi Pepsodent

Abstract

The purpose of this study is to analyze the influence of brand image, product quality, and price perception on consumer loyality toward Pepsodent toothpaste products. The population of this research is consumers of Pepsodent toothpaste in Mojo area, Gubeng, Surabaya, sample number as many as 100 respondentsand taken with purposive sampling method. Data analysis in this study uses multiple regression analysis. The results showed that the brand image, product quality, and price perception simultaneously have significant influence on consumer loyalty. Brand image partially has not significant influence on consumer loyalty. Whereas the product quality and price perception partially have significant influence on consumer loyalty with price perception variabel as the most dominant variabel gives influence on consumer loyalty.