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All Journal Jurnal Simki Pedagogia Jurnal Simki Economic Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) NALA : Jurnal Pendidikan, Penelitian, dan Pengabdian Masyarakat
Khan Khayru, Rafadi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Journal : Jurnal Simki Economic

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Pengamatan Loyalitas Merek Obat Herbal Berdasarkan Kemasan dan Harga Khan Khayru, Rafadi; Wisnujati, RR Nugrahini Susantinah; Darmawan, Didit; Issalillah, Fayola
Jurnal Simki Economic Vol 4 No 2 (2021): Volume 4 Nomor 2 Tahun 2021
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v4i2.101

Abstract

Standardized herbal medicine is one type of traditional medicine that is made through a manufacturing process and packaged according to consumer behavior in modern times which is full of practical and easy lifestyles. Consumer behavior needs to be observed in the midst of offering a variety of product brands. Competition between brands causes marketers to face the challenge of gaining brand loyalty from customers. The main objective of this study is to investigate the impact of packaging and price on brand loyalty. This quantitative causal study set 65 samples. Data analysis begins with a brief descriptive examination of the composition of the sample followed by validity and reliability tests. To test the predictive relationship, multiple regression analysis was used using SPSS version 26.0 software. From the regression analysis showed a significant positive effect of packaging on brand loyalty. In addition, a significant positive effect is also shown by the price variable on brand loyalty.
Co-Authors Didit Darmawan Evendi, Wakid Hariani, Mila Issalillah, Fayola Izzati Irawan, Alfiatul Misbachul Munir Rahayu Mardikaningsih Sudja’i, Sudja’i Wisnujatia, Nugrahini Susantinah Yuliastutik