PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN INDOSAT IM3 PADA MAHASISWA STEIN

Abstract

This study aimed to determine the effect of the variabel product quality and brand image of either partially or joinly customer loyalty IM3. The population used in this study are the consumers who used IM3 more than 1 years. The method of analysis used in this study is the Multiple Linear Regression Test with SPSS (Statistical Package for Social Sciences) version 20 and samples in this study were 20 respondent using non probability sampling. Data were collected through questionnaires, then analyzed statistically. The result showed that the variation in the independent variable (product quality and brand image) used in this study is able to explain 17% of variation in the dependent variable (customer loyalty). While the remaining 83% which is influenced by other variables not included in this study.