ANALISIS PENGARUH KEPERCAYAAN MEREK, KEPRIBADIAN MEREK DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN MINYAK ZAITUN HNI HPAI PADA MASYARAKAT KELURAHAN JOMBLANG KECAMATAN CANDISARI SEMARANG
Abstract
Tujuan yang hendak dicapai dalam penelitian ini adalah untuk menganalisis pengaruh kepercayaan merek, kepriabadian merek dan kepuasan pelanggan terhadap loyalitas pelanggan produk minyak zaitun pada masyarakat Kelurahan Jomblang Kecamatan Candisari Semarang. Dalam penelitian ini yang menjadi variabel terikat adalah loyalitas pelanggan (Y) dan Sedangkan yang menjadi variabel bebas adalah kepercayaan merek (X1), kepriabadian merek (X2) dan kepuasan pelanggan (X3). Sampel yang diambil 100 responden. Teknik penentuan sampel yang digunakan non probability sampling dengan teknik insidental. Metode pengumpulan data menggunakan kuesioner dengan metode analisis yang digunakan regresi linier berganda, uji t, uji F dan koefesien determinasi. Hasil penelitian ini dapat disimpulkan bahwa terdapat pengaruh positif dan signifikan antara kepercayaan merek terhadap loyalitas pelanggan kemudian antara kepribadian merek terhadap loyalitas pelanggan dan terdapat pengaruh positif dan signifikan antara kepuasan pelanggan terhadap loyalitas pelanggan. Untuk kepuasan pelanggan sebaiknya pihak perusahaan terus meningkatkan kualitas pelayanan dan memberikan kenyamanan kepada pelanggan sehingga pelanggan bertambah loyal dan akan merekomendasikan kepada orang lain untuk menggunakan produk minyak zaitun HNI HPAI.
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