ANALISIS LOYALITAS KONSUMEN DALAM MENGKONSUMSI PRODUK PEMUTIH WAJAH (Studi Kasus pada Mahasiswa Fakultas Ekonomi UNISRI Surakarta)
ABSTRACT: This research
is aimed to
find the influence
of the dimensions skin whitening
product, which consist
of quality, public
image, and advertising toward
customer loyality, which
measured through the intention to repurchase with same brand
in the future. Through purposive sampling
method, using samples
100 respondent were taken
from student in
area of economics
faculty in UNISRI Surakarta.
Logistic regression analysis
with binary scaled-dependent variable
is used to
predict the influences
dimensions skin whitening product
which consist of
of quality, public
image, and advertising customer’s
loyality. The result of the
logistic regression analysis
with binary scaled shows
that there are
three dimension of
skin whitening product
have the most significant
effect in creating
customer’s loyality through
the intention to repurchase with same brand in the future The result of
Exp(B) test shows that contribution which given by quality variable toward in
creating customer’s loyality are bigger than another variables.
Keywords: logistic
binary regression, quality,
public image, and advertising customer’s
loyality, intention to
repurchase with same brand in the future
Penulis: Lamidi
Kode Jurnal: jpmanajemendd070035
Pesan jurnal yang anda butuhkan disini.... >>> KLIK DISINI <<<
