DIGEST MARKETING
Vol. 3 No. 1 (2018): Digest Marketing

PENGARUH TINGKATAN PRODUK TERHADAP LOYALITAS PELANGGAN: THE EFFECT OF PRODUCT LEVEL ON CUSTOMER LOYALTY

Muhammad Sutio (Alumni of Management Department, Marketing Concentration, FEB Unja)

Article Info

Publish Date
11 Jan 2018

Abstract

The purpose study is to reveal the affect of core benefit, basic product, expected product, augmented product and potential product on the costumer loyalty both simultaneusly and partially. Study is belong to quantitative research where data collection used survey method and questionnaires is the instrument for data gathering. Samples consist of 100 unit. Analysis tool uses multiple regression analysis. The results showed that 1) core benefit, basic product, expected product, augmented product and potential product simultaneously affect costomer loyalty. Furthermore, partially those variables have significant affect too. Keywords: Core benefit, basic product, expected product, augmented product and potential product and costumer loyalty

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Journal Info
DIGEST MARKETING
Website

Abbrev

digest

Publisher

Universitas Jambi

Subject

Economics, Econometrics & Finance

Description

Digest Marketing Juornal (DMJ) diterbitkan empat kali setahun, yang diterbitkan menjadi bagian dari Komunikasi akademis Konsentrasi Pemasaran dengan pemangku kepentingan. Artikel yang dimuat dari penulis terpilih melalui serangkaian proses editing yang didukung oleh Mitra Bestari dari ...