ANALISA PENGARUH KEMASAN, HARGA DAN MEREKTERHADAP LOYALITAS KONSUMEN PADA AIR KEDUNGLO

Abstract

Consumer loyalty is a form of loyalty that arises without coercion, but arises from one's own awareness.The purpose of this study was to analyze the effect of packaging, price, brand on consumer loyalty to Air Kedunglo (Case Study at Kedunglo Water Company). The population in this study were santri of Pondok Pesanteren Kedunglo Al-Munadhdhoroh ranging from 11 years to 25 years of age. Data collection techniques through observation, interviews and questionnaires. By using purposive sampling, the samples used in this study were 89 consumers of Air Kedunglo. The data analysis method used in this study is multiple linear regression analysis. With the aim to get an overview of the relationship between variables. While the instrument testing method in this study uses the Validity Test and Reliability Test. And hypothesis testing using the F test and T test. The results of the research based on the F test show that the variables of packaging, price, brand have an effect on consumer loyalty. Meanwhile, the results of the T test for the variables of Packaging, Price, Brand together have a significant effect on consumer loyalty.