The Influence of Product Quality, Sales Promotion, and Brand Equity on Customer Loyalty Level : Case Study on PT. Krama Yudha Ratu Motor Jakarta
DOI:
https://doi.org/10.55927/ijba.v5i3.14472Keywords:
Product Quality, Sales Promotion,Brand Equity, Customer Loyalty Level.Abstract
This study is to determine how far the influence of Product Quality, Sales Promotion and Brand Equity on the Level of Consumer Loyalty using a quantitative approach, data collection using questionnaires, data that has met the validity test, reliability test, and classical assumption test. Through the F test, it can be seen that product quality, marketing strategy, and promotion are worthy of testing brand variables. While the data analysis used multiple linear regression analysis. The results of the study showed that the most positive and significant influence on the level of Consumer Loyalty is Product Quality, Sales Promotion, and Brand Equity. PT. Krama Yudha Ratu Motor must continue to maintain what has been considered good and continue to improve to fix anything that is considered less good.
Downloads
References
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the value of a brand name. Free Press.
Assauri, S. (2015). Manajemen Pemasaran. Raja Grafindo Persada.
Deming, W. E. (2005). Total Quality Management. Rineka Cipta Jakarta.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 (ke-9th ed.). Semarang: Badan Penerbit Universitas Diponegoro. (Edisi 9). Semarang: Badan Penerbit Universitas Diponegoro.
Kotler, P. (2012). Marketing management/Philip Kotler, Kevin Lane Keller. Pearson Education International.
Kotler, P., & Armstrong, G. (2018). Kotler & Armstrong, Principles of Marketing | Pearson. In Pearson.
Sangadji, E.M., dan S. (2013). Prilaku Konsumen: Pendekatan Praktis Disertai:Himpunan Jurnal Penelitian. Penerbit Andi.
Shimp, T.A. & Maden, T. J. (1988). Consumer-object relations: A conceptual framework based analogously on Sternberg’s triangular theory of love. Advances in Consumer Research, 15(1), 163–167.
Sugiyono. (2017). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif, Kombinasi dan R&D). In Metodelogi Penelitian.
Sujarweni & V. Wiratna. (2018). Metodologi Penelitian Bisnis Dan Ekonomi Pendekatan Kuantitatif. Pustaka Baru Press.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Neng Siti Komariah, Pratiwi Nila Sari, Misbahul Anwar, Andrian
This work is licensed under a Creative Commons Attribution 4.0 International License.
