KUALITAS PRODUK DAN CITRA MEREK SEBAGAI VARIABEL PREDICTOR LOYALITAS KONSUMEN (Studi kasus pelanggan The Body Shop Summarecon Mall Bekasi)

Abstract

The purpose of this study was to determine the effect of product quality and brand
image on consumer loyalty of The Body Shop products in Summarecon Mall Bekasi. The
research population is consumers of The Body Shop Summarecon Mall Bekasi who are
visiting The Body Shop Summarecon Mall Bekasi outlets. The sample of this research is the
consumers of The Body Shop Summarecon Mall Bekasi totaling 100 respondent. The
research design used is a quantitative descriptive. The data analysis technique is multiple
regression which is calculated using the Statistic Product and Service Solution 19.0 (SPSS
19.0) program.
The results showed that the value of the brand image regression coefficient (b1) is
0.315 (positive) meaning that every time there is an addition of one unit of the brand image
variable, it will increase consumer loyalty to The Body Shop product Summarecon Mall
Bekasi by 0.315 units. The regression coefficient value of product quality (b2) is 0.117
(positive) meaning that every time there is an addition of one unit of product quality variable,
it will increase consumer loyalty for The Body Shop product Summarecon Mall Bekasi by
0.117 units. And the coefficient of determination is 22.5% which means simultaneously
brand image and product quality affect consumer loyalty while the remaining 77.5% is
influenced by other factors not examined in this study, for example price, promotion, service
quality, customer satisfaction, and so on.