Ade Nandini, Adyuta (2024) PENGARUH CITRA MEREK, VARIASI PRODUK DAN HARGA TERHADAP LOYALITAS KONSUMEN MINUMAN TEH MANIS SOLO (Studi Kasus: Teh Manis Solo De Jumbo di Kecamatan Cipondoh, Kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
As the beverage industry develops, competition in the beverage business is becoming increasingly competitive. One trend that continues to grow is the ready-to-drink beverage business, such as sweet tea. so that business actors must be able to innovate for the sake of the existence of their business. This research aims to determine the influence of brand image, product variety and price on consumer loyalty for the Solo Dejumbo Sweet Tea drink in Tangerang City, Banten. This research method uses quantitative methods. The research sample was drawn using a purposeful sampling and accidental sampling method, totaling 100 people taken from the population of Teh Manis Solo Dejumbo consumers in Tangerang City. The data analysis techniques used are validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, correlation and determination coefficient analysis, and hypothesis testing in the SPSS version 27 program. The results of this research prove that brand image has a partial and significant effect on consumer loyalty, product variety has a partial and significant effect on consumer loyalty, price has no partial and significant effect on consumer loyalty, and brand image, product variety and price have a simultaneous effect on consumer loyalty.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Seiring dengan perkembangan industri minuman, persaingan dalam bisnis minuman menjadi semakin ketat. Salah satu tren yang terus berkembang adalah bisnis minuman siap saji, seperti teh manis. Oleh karena itu, pelaku usaha harus mampu berinovasi demi keberlangsungan bisnis mereka. Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, variasi produk, dan harga terhadap loyalitas konsumen pada minuman Teh Manis Solo Dejumbo di Kota Tangerang, Banten. Metode penelitian ini menggunakan metode kuantitatif. Sampel penelitian diambil menggunakan metode purposive sampling dan accidental sampling, dengan total 100 orang yang diambil dari populasi konsumen Teh Manis Solo Dejumbo di Kota Tangerang. Teknik analisis data yang digunakan meliputi uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, analisis koefisien korelasi dan determinasi, serta uji hipotesis dalam program SPSS versi 27. Hasil penelitian ini membuktikan bahwa citra merek memiliki pengaruh parsial dan signifikan terhadap loyalitas konsumen, variasi produk memiliki pengaruh parsial dan signifikan terhadap loyalitas konsumen, harga tidak memiliki pengaruh parsial dan signifikan terhadap loyalitas konsumen, dan citra merek, variasi produk, serta harga secara simultan berpengaruh terhadap loyalitas konsumen. | |||||||||
| Uncontrolled Keywords: | Brand Image, Consumer Loyalty, Price, Product Variations. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | adyuta ade nandini | |||||||||
| Date Deposited: | 10 Sep 2024 15:13 | |||||||||
| Last Modified: | 10 Sep 2024 15:13 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/41824 |
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