Pengaruh Citra Merek dan Kualitas Produk Terhadap Loyalitas Konsumen Pada PT. Mahakam Beta Farma di Medan

Abstract

The purpose of this study was to determine and analyze the Effect of Brand Image and Product Quality on the consumer loyalty of PT. Mahakam Beta Farma Medan.The research method used is associative research, where variables are measured on a Likert scale. The method of data collection is done by interview (interview), with a list of questions (questionnaire) and study documentation. The population in this study were all consumers at PT. Mahakam Beta Farma Medan, amounting to 100 people. Sampling with saturated sampling method or better known as the census. In this study the population is relatively small, namely as many as 100 people. Data processing using SPSS software version 23, with descriptive analysis and hypothesis testing multiple regression analysis.The results showed that: (1) partially Brand Image variables influenced the consumer loyalty of PT. Mahakam Beta Farma Medan. (2) partially the Product Quality variable affected the consumer loyalty of PT. Mahakam Beta Farma Medan (3) simultaneously there were positive influences and significant between the Brand Image and Product Quality variables affect the consumer loyalty of PT. Mahakam Beta Farma Medan.