PENGARUH KUALITAS PRODUK DAN REPUTASI MEREK TERHDAP LOYALITAS PELANGGAN PEMPEK NONY 168 PALEMBANG

Gracia, Andrew Timothy Alfa (2022) PENGARUH KUALITAS PRODUK DAN REPUTASI MEREK TERHDAP LOYALITAS PELANGGAN PEMPEK NONY 168 PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to analyze and empirically prove the effect of product quality and brand reputation on customer loyalty Pempek Nony 168 Palembang. The data used is primary data. The population in this study were people who had consumed Pempek Nony 168 Palembang at least 2 times. The sampling technique used is purposive sampling. The data collection technique used in this study was to distribute questionnaires to 100 respondents. Testing this hypothesis by using multiple linear regression analysis. The results of this study indicate that product quality and brand reputation have a positive and significant effect on customer loyalty. Keywords : product quality, brand reputation, customer loyalty

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