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All Journal Trikonomika: Jurnal Ekonomi
Demsi Minar
Fakultas Ekonomi Universitas Sangga Buana YPKP
Economics, Econometrics & Finance

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Brand Image and Product Quality on Customer Loyalty (Survey in Cekeran Midun) Demsi Minar; Anindia Safitri
TRIKONOMIKA Vol 16 No 1 (2017): June Edition
Publisher : Faculty of Economics and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (335.996 KB) | DOI: 10.23969/trikonomika.v16i1.420

Abstract

The purpose of this research is to (1) know customer responses to brand image, product quality, and customer loyalty of Cekeran Midun, (2) know how big the influence of brand image and product quality on customer loyalty are. The methods used are descriptive and verificative analysis. Data were primary and secondary data. Primary data was obtained from questionnaires distributed to 87 customers in Cekeran Midun Cikutra branch, Bandung. Secondary data was obtained from literature texts, journals and other sources that fit the topic of research. The result of analysis and discussion showed that Cekeran Midun Bandung applied brand image in 4 forms namely, recognition, reputation, affinity and domain. Cekeran Midun also implemented 8 forms of product quality i.e. performance, durability, conformance to specifications, features, reliability, aesthetics, perceived quality and serviceability. The influence of brand image and product quality on customer loyalty was 23.32%.
Co-Authors Anindia Safitri