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All Journal Diponegoro Journal of Management
Muhammad Arief Athfal Dafiq, Muhammad Arief Athfal
Jurusan Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro
Decision Sciences, Operations Research & Management

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STUDI TENTANG BRAND PREFERENCE UNTUK MENINGKATKAN MINAT LOYALITAS PENGHARUM RUANGAN Dafiq, Muhammad Arief Athfal; Widiyanto, Ibnu
Diponegoro Journal of Management Volume 5, Nomor 1, Tahun 2016
Publisher : Faculty of Economics and Business Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (127.781 KB)

Abstract

The purpose of this study to give empirical evidence whether Brand Image and Product Quality influence on Brand Preference and Loyalty Intention of Consumer.            The sample of this study are 400 people in Kudus that use Glade Fragrances. Method of analysis data use quantitative analysis with multiple linear regression analysis.            The results of this study shows that the Brand Image and Product Quality give positive effect on Brand Preference with the regression coefficient  Y1 = 0.405 X1 + 0.329 X2. While Brand Image, Product Quality and Brand Preference give positive effect on Loyalty Intention of Consumer with regression coefficient Y2 =  0,658 X1 + 0,083 X2 + 0,206 Y1.
STUDI TENTANG BRAND PREFERENCE UNTUK MENINGKATKAN MINAT LOYALITAS PENGHARUM RUANGAN Dafiq, Muhammad Arief Athfal; Widiyanto, Ibnu
Diponegoro Journal of Management Volume 5, Nomor 1, Tahun 2016
Publisher : Faculty of Economics and Business Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (124.111 KB)

Abstract

The purpose of this study to give empirical evidence whether Brand Image and Product Quality influence on Brand Preference and Loyalty Intention of Consumer.            The sample of this study are 400 people in Kudus that use Glade Fragrances. Method of analysis data use quantitative analysis with multiple linear regression analysis.            The results of this study shows that the Brand Image and Product Quality give positive effect on Brand Preference with the regression coefficient  Y1 = 0.405 X1 + 0.329 X2. While Brand Image, Product Quality and Brand Preference give positive effect on Loyalty Intention of Consumer with regression coefficient Y2 =  0,658 X1 + 0,083 X2 + 0,206 Y1.
Co-Authors Ibnu Widiyanto