Pengaruh inovasi produk, kualitas produk dan citra Merek terhadap loyalitas pelanggan Smartphone oppo di surabaya

Budi, Muhammad Agung Setia (2018) Pengaruh inovasi produk, kualitas produk dan citra Merek terhadap loyalitas pelanggan Smartphone oppo di surabaya. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

This research aims to determine the effect of product inovation, product quality, and brand image to customer loyalty simultaneously. This research includes the development of research with reference to the journals and books that guide researchers. Determination of the subject is done by purposive sampling, which consists of a large sample of 59 respondents, and 30 as small sample in accordance with the theory used. Data collected with questionnaire. This questionnaire is used to determine how much influence the product inovation, product quality, and brand image in influencing customer loyalty. Data were analyzed by descriptive quantitative. The results showed that brand image and product quality has an significant effect on customer loyalty. But product inovation has no significant on customer loyalty. Keywords: Brand Image, Product Inovation, Product Quality, Customer Loyalty.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 15 Jan 2019 05:20
Last Modified: 15 Jan 2019 05:20
URI: http://eprints.perbanas.ac.id/id/eprint/3898

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