Pengaruh Lifestyle dan Brand Images Terhadap Loyalitas Konsumen Pada Pembelian Shampo NR di Kota Medan (Studi Kasus di PT. Distriversa Buana Mas Medan)

Abstract

Tujuan penelitian ini ialah agar menganalisis Pengaruh Lifestyle dan Brand Image Terhadap Loyalitas Konsumen Pada Pembelian Shampo NR Di Kota Medan (Studi Kasus Di PT.DBM Medan). Metode penelitian dimana digunakan ialah penelitian asosiatif, variabel diukur menggunakan skala likert. Metode pengumpulan data dikerjakan melalui cara interviews, dengan daftar pertanyaan serta studi dokumentasi. Jumlah penduduknya 300 orang. Sampel dalam penelitian ini menggunakan metode purposive sampling, ialah teknik penentuan sampel melalui beberapa pertimbangan khusus dan kriteria khusus. Jumlah sampel ialah 100 orang. Pengolahan data memakai SPSS versi 22, melalui analisis deskriptif serta pengujian hipotesis analisis regresi berganda. Hasil penelitian menjelaskan: (1) Variabel Lifestyle berpengaruh secara parsial terhadap loyalitas konsumen dalam pembelian NR Shampoo di Kota Medan (Studi Kasus pada PT. DBM Medan).. (2) Brand Image secara parsial berpengaruh terhadap loyalitas konsumen dalam pembelian NR Shampoo di Kota Medan. (Studi Kasus Pada PT. DBM Medan) (3) Secara simultan terdapat pengaruh yang positif dan signifikan antara variable Lifestyle dan Brand Image yang mempengaruhi loyalitas konsumen dalam pembelian NR Shampoo di Kota Medan (Studi Kasus pada PT. DBM Medan) The purpose of this study was to determine and analyze , The Influence of Lifestyle and Brand Image on Consumer Loyalty in Purchasing NR Shampoo in Medan City (Case Study at PT. DBM Medan). The exploration strategy utilized is affiliated examination, the factors are estimated utilizing a Likert scale. Strategies for information assortment is finished through (interviews), with a rundown of inquiries (surveys) and study documentation. The populace contacts 300 individuals. The example in this study utilized a purposive testing strategy which can decide the example through a few exceptional contemplations and unique rules. In this review, the quantity of tests chose with specific standards was 100 individuals. Information handling utilizing SPSS adaptation 22, through expressive investigation and theory testing of different relapse examination. The results showed that: (1) Lifestyle variables partially affect consumer loyalty in the purchase of NR Shampoo in Medan City (Case Study at PT. DBM Medan). In Medan City (Case Study at PT. DBM Medan) (3) simultaneously there is a positive and significant influence between Lifestyle and Brand Image variables affecting consumer loyalty in purchasing NR Shampoo in Medan City (Case Study at PT. DBM Medan).