PERANAN ASPEK KUALITAS PRODUK PADA LOYALITAS KONSUMEN MS GLOW

Abstrak

This research aims to find out the effect of product quality on consumer loyalty (case study of the Purbalingga agent). In this study, a questionnaire was used to obtain data which was distributed to consumers who had made at least 2 purchases, a sample of 82 respondents was taken, then the data analysis methods used were quantitative descriptive analysis, simple linear regression analysis and hypothesis testing. Based on the data analysis method, the product quality variable obtained an average result of 4.03, which means that the quality of the MS Glow Purbalingga product is of good quality. Meanwhile, the consumer loyalty variable has an average result of 3.96, which means there is high consumer attraction towards purchasing MS Glow Agent Purbalingga. From the results of simple linear regression calculations and the t-test, we get a constant (a) of 0.359 and a significance value of 0.000 < 0.05 so that H0 is rejected and H1 is accepted, which means it can be concluded that there is an influence of product quality on consumer loyalty (case study of MS Glow Agent Purbalingga consumers).