Pengaruh Harga, Kualitas Produk dan Citra Merk terhadap Loyalitas Pelanggan Minyak Goreng Palmanco di Kota Medan pada Kecamatan Medan Timur

Abstract

This research aims to determine and analyze the effect of price, product quality and brand image on customer loyalty of Palmanco Cooking Oil in Medan City in East Medan District. This research is an associative research and the type of data used is quantitative data. The data used were obtained from interviews, surveys, and distributing questionnaires. The ana lysis methods used are descriptive analysis and multiple linear regression analysis. The population of this research is the people of Medan City, especially .in East Medan District who use Pahnaoco cooking oil products. The number of samples in this research was 119 people with a sampling technique using purposive sampling with criteria: aged over 20 years and have purchased Palmanco cooking oil products at least 3 times. The results of this research show that simultaneously Price, Product Quality and Brand Image have a positive and s ignificant effect 0 1J Customer Loyalty of Palmanco Cooking Oil in Medan City in East Medan District. Partially, Price, Product Quality, and Brand Image have a positive and significant effect on Customer Loyalty of Palmanco Cooking Oil in Medan City in East Medan District.