Agriprimatech
Vol. 6 No. 2 (2023): Agriprimatech

PENGARUH ATRIBUT PRODUK TERHADAP LOYALITAS KONSUMEN BLUE BAND DI MEDAN JOHOR

Pinem, Laura Juita (Unknown)

Article Info

Publish Date
30 Oct 2023

Abstract

The purpose of this research is to examine the influence of attributes found in Blue Band margarine products on consumer loyalty towards margarine. The attributes to be analyzed in this study are brand image, taste, packaging, and nutritional content. The respondents consist of 100 housewives from the Medan Johor District. The sample was drawn from the population based on calculations using the Slovin method. Data obtained from the respondents were then analyzed using multiple linear regression with the use of SPSS software. The data processing results show that all four independent variables, namely brand image, taste, packaging, and nutritional content, affect respondent loyalty. Keywords: margarine, loyalty, brand, packaging, regression, Blue Band.

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Journal Info
Agriprimatech
Website

Abbrev

Agriprimatech

Publisher

Universitas Prima Indonesia

Subject

Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Agriprimatech merupakan jurnal ilmiah yang diterbitkan oleh Prodi Agribisnis Fakultas Agro Teknologi Universitas Prima Indonesia. Jurnal ini bertujuan untuk mengembangkan dan meningkatkan publikasi pada bidang pertanian dan manajemen penjualan pasca panen yang dapat menjadi sumber bacaan berstandar ...