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All Journal Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK)
Nur Fatdillah
Universitas Potensi Utama
Economics, Econometrics & Finance

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Analisis Dampak Kualitas Produk, Promosi dan Brand Image Terhadap Loyalitas Konsumen Teh Botol Sosro di Kota Medan Nur Fatdillah; Tika Nirmala Sari
Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Vol 6 No 2 (2026): Edisi Mei 2026
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jamek.v6i2.2289

Abstract

This study aims to analyze the impact of Product Quality, Promotion and Brand Image on Consumer Loyalty of Teh Botol Sosro in Medan City. This study uses a quantitative method with an associative approach. The location of this study was conducted in five sub-districts in Medan City, namely: Medan Marelan, Medan Belawan, Medan Deli, Medan Area and West Medan. The sample collection technique used was Purposive Sampling using the Lameshow formula with a sample size of 120 respondents. The results of the study indicate that partially Product Quality does not have a positive and significant effect on Consumer Loyalty with a t-count value < t-table of 0.861 < 1.980. Promotion partially has a significant and positive effect on Consumer Loyalty with a t-count value < t-table of 2.407 > 1.980. Brand Image has a positive and significant effect on Consumer Loyalty with a t-count value < t-table of 6.638 > 1.980. Furthermore, the results of the F test show that the quality of promotional products and brand image simultaneously have a positive and significant effect on Consumer Loyalty of Teh Botol Sosro in Medan City with a calculated F value < F table of 2.407 > 1.980
Co-Authors Tika Nirmala Sari