Pengaruh Citra Merek, Atribut Produk, Dan Preferensi Konsumen Terhadap Loyalitas Konsumen Pada Produk Susu Ultra Milk Di Mahasiswa Universitas Wijaya Kusuma Surabaya

Prameswari, Adelia Dinda (2024) Pengaruh Citra Merek, Atribut Produk, Dan Preferensi Konsumen Terhadap Loyalitas Konsumen Pada Produk Susu Ultra Milk Di Mahasiswa Universitas Wijaya Kusuma Surabaya. PENGARUH CITRA MEREK, ATRIBUT PRODUK, DAN PREFERENSI KONSUMEN TERHADAP LOYALITAS KONSUMEN PADA PRODUK SUSU ULTRA MILK DI MAHASISWA UNIVERSITAS WIJAYA KUSUMA SURABAYA. pp. 1-152. (Unpublished)

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Abstract

The purpose of the written research is to determine the relationship between consumer loyalty and brand image, product attributes, and consumer preferences. However, this study also aims to determine how consumer preferences, product attributes, and brand image indirectly affect the loyalty of Ultra Milk product users. The written research uses a quantitative research design. The target of the research is students of Wijaya Kusuma University Surabaya class of 2020 who have purchased Ultra Milk products. The sample used was 105 respondents. With the predetermined criteria, the sampling strategy used was purposive sampling. By distributing questionnaires, data sources were collected. The data analysis technique in the written research used Multiple Linear Regression Analysis through SPSS software. The results of the tests that have been carried out describe that Brand Image has a positive and significant influence on Consumer Loyalty, Product Attributes have a significant positive influence on Consumer Loyalty, and Consumer Preferences have a significant influence on Consumer Loyalty.

Item Type:	Article
Uncontrolled Keywords:	Brand Image, Product Attributes, Consumer Preferences, and Consumer Loyalty
Subjects:	L Education > L Education (General) P Language and Literature > PB Modern European Languages Z Bibliography. Library Science. Information Resources > Z665 Library Science. Information Science
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	42 Adelia Dinda Prameswari UWKS
Date Deposited:	21 Aug 2024 09:31
Last Modified:	21 Aug 2024 09:31
URI:	http://erepository.uwks.ac.id/id/eprint/18570

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