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All Journal JOEL: Journal of Educational and Language Research
Nuri Zulfa Elina
Fakultas Ekonomi dan Bisnis Universitas Labuhanbatu Sumatera Utara
Education Languange, Linguistic, Communication & Media

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PENGARUH DIFERENSIASI PRODUK, KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN PADA KUE TRADISIONAL SERABI PAK RAJA DI NEGERI LAMA Nuri Zulfa Elina; Elida Florentina Sinaga Simanjorang; Fadzil Hanafi Asnora
JOEL: Journal of Educational and Language Research Vol. 1 No. 11: Juni 2022
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (438.401 KB) | DOI: 10.53625/joel.v1i11.2696

Abstract

In the culinary industry, consumer loyalty can be achieved if the company is able to provide products, especially in the form of different foods or have product differentiation and also quality products and have a familiar brand image to consumers. The purpose of this study is to determine the influence of product differentiation, product quality and brand image on consumer loyalty. This research was conducted at Kedai Serabi Pak Raja Negeri Lama with a sample of 96 people with accidental sampling technique. Primary data collection was carried out using questionnaires and measurement scales using the Likert Scale with five answer choices. Based on the results of the analysis that has been carried out, it can be concluded that (1) product differentiation has a positive and significant effect on consumer loyalty and (2) the quality of the product has a positive and significant effect on consumer loyalty and (3) the brand image has a positive and significant effect on consumer loyalty to the Traditional Cake Serabi Pak Raja in the Old Country.
Co-Authors Elida Florentina Sinaga Simanjorang Fadzil Hanafi Asnora