Analisis Pengaruh Kualitas Produk dan Harga Terhadap Loyalitas Konsumen Apparel Dj Sport pada Toko Badjoe Kinantan Medan

Abstract

This study aims to determine "Analysis of Product Quality Influence and Price Against Consumer Loyalty Apparel Dj Sport On Badjoe Kinantan Medan". The type of data in this study is asociative is a study that is asking the relationship between two variables. The population in this study all employees amounted to 55 people. Data collection techniques in the form of distributing questionnaires to all consumers. The value of t hitung obtained 3,672 where t table value at a 5% ie 2,140 mean positive. Where the significant level a 5% value t hitung 3.672 > t table 2.140. In the column sig 0.001 < 0.05 means significant. This explains that the quality of the product has a positive and significant impact on customer loyalty at the Badjoe Kinantan Medan store. The value of t hitung obtained 3,328 where t table value at a 5% ie 2,140 mean positive. Where the significant level α 5% value t hitung 3.328 > t tabel 2.140. In the column sig 0.002 < 0.05 means significant. This explains that the price has a positive and significant impact on consumer loyalty at Badjoe Kinantan Medan store. Value F count > F table obtained 28,041> 3.12 means positive. While the value of p-value obtained on the column sig 0.000 < 0.05 means significant. Thus it can be concluded that the quality of products and prices simultaneously can have a positive and significant effect on consumer loyalty at Badjoe Kinantan Medan store. Based on the calculation of the coefficient of determination, can be seen the value of R obtained by 0.720. The figure shows that 72.0%. Consumer loyalty (dependent variable) can be explained by variable factor of Product Quality and Price. The remaining 28.0 % is influenced by other factors not described in this study.