PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS KONSUMEN PRODUK WARDAH (Studi Kasus Konsumen Di Wilayah Yogyakarta)
Penelitian ini bertujuan untuk mengetahui pengaruh (1) Kualitas produk penting yang merupakan salah satu faktor keunggulan yang kompetitif, (2) Harga adalah satu elemen bauran pemasaran yang menghasilkan pendapatan, elemen lain mendapatkan biaya, (3) Loyalitas lebih ditunjukan kepada suatu perilaku yang ditunjukan dengan pembelian rutin didasarkan pada unit keputusan.Untuk melakukan uji validitas suatu instrumen dapat dilakukan dengan membanding nilai kelayakan ( r ) suatu instrumen dengan nilai r kritis yang ditetapkan, umumnya r kritis digunakan untuk mendefinisikan batas validitas suatu instrumen, yang nilainya ditetapkan sebesar r = 0,232.Penelitian Kualitas Produk dan Harga Terhadap loyalitas Konsumen Produk Wardah di Yogyakarta Jumlah sampel dan Responden (n) 100, maka besarnya df = 100-2 = 98 dengan alpha = 0,05 maka di dapat r table = 0, 232.Kualitas Produk berpengaruh positif signifikan terhadap Loyalitas Konsumen.Harga berpengaruh positif signifikan terhadap Loyalitas Konsumen.
Kata Kunci: Kualitas Produk, Harga, Loyalitas Konsumen
This study aims to determine the effect of (1) Product quality is important which is one of the factors of competitive advantage, (2) Price is an element of the marketing mix that generates revenue, other elements get costs, (3)Loyalty isshown to a behavior that is shown with routine purchases based on unit decisions. Test the validity of an instrument, it can be done by comparing the feasibility value (r) of an instrument with the specified critical r value, generally critical r is used to define the validity limit of an instrument, the value of which is set at r = 0.232. Research on Product Quality and Price on Consumer Loyalty of Wardah Products in Yogyakarta The number of samples and respondents (n) is 100, then the amount of df = 100-2 = 98 with alpha = 0.05 then r table = 0, 232. Product Quality has a significant positive effect on Consumer Loyalty. Price has a significant positive effect on Consumer Loyalty.
Keywords: Product Quality, Price, Consumer Loyalty.
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