STUDI CITRA MEREK, KUALITAS PRODUK UNTUK MENCAPAI LOYALITAS PELANGGAN PADA KONSUMEN MINUMAN KESEHATAN KALBE JAKARTA

Abstract

Abstract. This study aims to investigate and analyze the strength and direction of
influence perceptions of product quality to customer loyalty, brand image of the
company to customer loyalty, influence brand image and product quality
simultaneously to the enterprise customer loyalty. The research data is the primary
data questionnaire of consumer health products Kalbe selected as respondents and
secondary data is the data obtained from the Annual Report Annual Kalbe.
Sampling method used is purposive sampling. From a sample of 170 consumers
who shop at outlets located Kalbe health drink products in the area of Jakarta, 145
consumers who shop at outlets located Kalbe health drink products in the Jakarta
area meets the criteria to be sampled. The analytical method used in this research
is multiple linear regression. The results show the brand image variables and
variable quality of the variables simultaneously affect the customer loyalty in
Kalbe health drink products such as coco hydro beverage products, extra jozz and
love juice. Partial variable positive effect on the brand image variable customer
loyalty in Kalbe health drink products. The variable quality of the products is very
positive influence on customer loyalty variable in Kalbe health drink products.
Keywords: brand image, product quality, customer loyalty.