PENGARUH KUALITAS PRODUK, HARGA DAN REPUTASI MEREK TERHADAP CUSTOMER LOYALTY MELALUI KEPUTUSAN PEMBELIAN MICROSOFT DYNAMIC NAV (STUDI KASUS PD PT. AEVITAS)

Abstract

Abstract: Research on customer loyalty through purchasing decisions on a software
product has been widely applied. This study aimed to observe the effect of product
quality, price and brand reputation on customer loyalty through dynamic purchasing
decisions NAV Microsoft software.Samples taken are population all customers of PT.
Consulting Aevitas by 60 respondents. Data were obtained through the census
questionnaire, ie walk in customers during 2011. Type of research is quantitative
descriptions using Path Analysis.The results of this study is the structural equation model
1 shows that the quality of the product has the greatest influence on purchase decisions.
While the structural equation model 2 shows that good quality products, prices and brand
reputation have no influence on loyalty, however if through the purchase decision, all
three have an influence on customer loyalty.
Keywords: Product Quality, Price, Brand Reputation, Purchase Decisions and
Customer Loyalty.