Pengaruh Kualitas Produk dan Persepsi Harga terhadap Loyalitas Pelanggan Air Minum Dalam Kemasan Le Minerale di Sidoarjo
Keywords:
product quality, price perception, customer loyaltyAbstract
Bottled drinking water has become a popular choice for many consumers today. In this increasingly fierce competition in the industry, bottled water brands are important. Le Mineral is a bottled drinking water product (AMDK) that was introduced to the public in 2015. This product has SNI quality and is well known for its packaging, price, distribution strategy, and overall quality. The purpose of making this article is that the writer wants to analyze and find out how much influence product quality and price perception have on customer loyalty in the packaging of the Le Minerale brand in Sidoarjo. Product quality and price perception are key factors that influence customer decisions in maintaining loyalty to a particular brand. The selected population is le minerale consumers in the city of Sidoarjo who have filled out a questionnaire distributed by random sampling of 100 respondents. These data will be analyzed using multiple linear regression analysis techniques. Based on this research, it gave results which stated that product quality and price perceptions were predictors that had a significant positive effect on customer loyalty.
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