The Effect of Product Quality and Brand Image on Customer Loyalty at PT. Ultiface Selamet Nugraha

Aena Nurdini Yanti, Atia Amelia () and Kharisma
Additional contact information
Aena Nurdini Yanti: Nusa Putra University, Management, Faculty of Business and Humanities
Atia Amelia: Nusa Putra University, Management, Faculty of Business and Humanities
Kharisma: Nusa Putra University, Management, Faculty of Business and Humanities

A chapter in Proceedings of the International Conference on Economics, Management, and Accounting (ICEMAC 2022), 2023, pp 374-390 from Springer

Abstract: Abstract This study aims to determine the effect of product quality and brand image on customer loyalty at PT. Ultiface Selamat Nugraha. The type of approach used in this research is quantitative research. The number of samples used in this study was 100 respondents. Samples were taken using a purposive sampling technique. The data was collected using distribution in the form of questionnaires and processed by validity test, reliability test, classical assumption test, multiple linear regression test, t-test, f test, and the coefficient of determination. Based on the results of the study, shows that partial product quality (X1) has a positive and significant effect on customer loyalty and brand image (X2) has a positive and significant effect on customer loyalty. Product quality and brand image simultaneously affect customer loyalty.

Keywords: Product Quality; Brand Image; Customer Loyalty (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-226-2_31

Ordering information: This item can be ordered from
http://www.springer.com/9789464632262

DOI: 10.2991/978-94-6463-226-2_31

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().