PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK TERHADAP LOYALITAS PELANGGAN TELKOM SPEEDY

Abstract

This study aims to examine the analysis of product quality, price, brand image and customer loyalty telkom speedy. The population in this study uses a number of 80 respondents in the region telkom speedy splendor in Rw 04 Data obtained from the questionnaires were distributed in the region of 04 Rw splendor in the sample used in this study were 80 respondents who use the data telkom speedy. The sample size in this study using the formula uma have now is that the sample size is more than 30 and less than 500 analysis technique is used path analysis or path analysis and hypotheses using t-and F-statistics statikstik with a confidence level of 5%. These results indicate that the quality of the product directly influence brand image means signifkan, bepengaruh prices direct to the brand image, but not significant, the indirect effect of product quality on customer loyalty and brand image means a significant direct effect on customer loyalty, which means significantly. Keywords: quality of product, price, brand image and customer loyalty