PENGARUH INOVASI PRODUK, KERAGAMAN PRODUK, DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN PADA PRODUK MEREK WARDAH (STUDI KASUS PENGGUNA PRODUK MEREK WARDAH DI SURABAYA)

Abstract

This study aims to determine whether product innovation, product variety, and service quality have a simultaneous and significant influence on customer loyalty using Wardah brand products in Surabaya. As well as to find out which product innovation, product diversity, and service quality among the three independent variables has the greatest and dominant influence on customer loyalty. The sample of this research is users of wardah brand products in Surabaya. Data processing using SPSS software for windows version 20.0. The results of this study indicate that there is a simultaneous influence of product innovation variables, product diversity and service quality on customer loyalty variables with results based on the F test, with an Fcount of 15.298 > Ftable of 2.75 or with a significance level of 0.000 <0.05. Then H0 is rejected and H1 is accepted and it can be concluded that the hypothesis proposed by the author is accepted, namely that there is a simultaneous influence between product innovation variables, product diversity and service quality on customer loyalty of users of wardah brand products in Surabaya. And from the results of the second test, which partially states that the variable product innovation, product diversity and service quality that has the dominant influence or the greatest influence on customer loyalty is the service quality variable with a tcount value of 4.361 higher than the tcount value of product diversity which is equal to 0.906 and product innovation with a tcount of 0.592.