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All Journal JURNAL GLOBAL MANAJEMEN
Ronnie MT Sirait
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Humanities Economics, Econometrics & Finance

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The influence of local brand image and product quality on customer loyalty at PT. Sinar Menara Deli Medan Ronnie MT Sirait
JURNAL GLOBAL MANAJEMEN Vol 10 No 1 (2021): JUNI
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitass Darma Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46930/global.v10i1.1133

Abstract

In managing a leading company, it is necessary to pay attention to the level of Local Brand Image and Product Quality as one of the elements that influence the Purchasing Decision. This study aims to determine the effect of local brand image and product quality on purchasing decisions simultaneously. The type of research used is explanatory research with a quantitative approach. The number of samples used in this study were 66 respondents, namely a number of customers at PT. Graha Aluminum Products. The analysis technique used is multiple linear regression analysis with hypothesis testing, namely F test (simultaneous) and T test (persial). The result of multiple linear regression Y = 3,326 + 0,357X1 + 0,695X2, shows that the local brand image variable has a significant effect on purchasing decisions with a value of tcount 3.105> ttable 2.026. Product Quality variable shows the tcount value of 3.105> 2.026, this means that Product Quality has a significant effect on Purchasing Decisions. The result of Fcount is 237.052> Ftable value of 3.25, that there is a significant influence between the variables of Local Brand Image and Product Quality simultaneously affect the Purchase Decision. While the value of the coefficient of determination, it is known that the Adjusted R Square obtained is 0.924 (92.4%), which means that the Local Brand Image and Product Quality are able to explain the Purchase Decision which illustrates the influence of other variables for the Purchasing Decision of PT. Graha Aluminum Products. Advice given to the leadership of PT. Graha Aluminum Medan Products to further enhance the Local Brand Image and Product Quality so that Purchase Decisions are higher.
DETERMINAN LOYALITAS PELANGGAN, STUDI EMPIRIS PADA MIKIE HOLIDAY & RESORT BERASTAGI JURNAL DARMA AGUNG LPPM; Ronnie MT Sirait
JURNAL GLOBAL MANAJEMEN Vol 9 No 2 (2020): DESEMBER
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitass Darma Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this study was to analyze the influence of image, price, and trust on customer loyalty either partially or simultaneously. This research is a quantitative description with an opinion gathering instrument with a questionnaire. The sample in this study were 22 people. Technique of analysis uses multiple linear regression. Primary data were processed with SPSS. Research resulted multiple linear regression equation, namely Y = 8,094 + 0,212X1 + 0,706X2 + 0,466X3. Hypothesis test resulted: Image partially affects customer loyalty, price partially affects customer loyalty and trust partially affects customer loyalty. Furthermore. There is a significant influence simultaneously on image, price and trust on customer loyalty. Adjusted RSquare is 0.746, meaning that the research variable has a significant contribution in explaining customer loyalty, which is 74.60%, while the remaining 25.40% is explained by other factors
Co-Authors JURNAL DARMA AGUNG LPPM