PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN SMARTPHONE SAMSUNG

Valensya, Vera (2018) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN SMARTPHONE SAMSUNG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This research aims to find out whether product quality and brand image affect the loyalty of Samsung smartphone customers. The population used in this study is the people who live in the city of Palembang and use Samsung smartphone products. The sampling technique used is non-probability sampling by using purposive sampling method. The sample size is 100 samples. The data analysis technique used is the validity test, reliability test, t test, F test, and multiple linear regression analysis with SPSS.22 tool. The results show that product quality and brand image have a positive and significant influence on Samsung smartphone customer loyalty. Keywords: Product quality, Brand Image, Customer Loyalty

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