PENGARUH KUALITAS PRODUK, CITRA MEREK DAN IKLAN TERHADAP LOYALITAS KONSUMEN PRODUK LADAKU MERICA BUBUK DI KEBUMEN

The purpose of this study was to determine the effect of product quality, brand image and advertising on consumer loyalty of Ladaku pepper powder seasoning products in Kebumen, either partially or simultaneously. The population in this study were consumers of pepper powder seasoning products in Kebumen and the sampling technique used was Non-probability Sampling. The number of samples in this study were 100 respondents. The data collection uses a questionnaire that has been tested for validity and reliability, while the data analysis uses multiple linear regression analysis (t test and F test), which had previously been tested for analysis prerequisites including normality, multicollinearity, and heteroscedasticity tests. After analyzing the data, the following results and conclusions were obtained: (1) Product quality has a positive and significant effect on consumer loyalty for Ladaku pepper powder products in Kebumen. (2) Brand image has a positive and significant effect on consumer loyalty for Ladaku pepper powder products in Kebumen. (3) Advertising has a positive and significant effect on consumer loyalty for Ladaku pepper powder products in Kebumen. (4) Product quality, brand image and advertising simultaneously (simultaneously) have a significant effect on consumer loyalty for Ladaku pepper powder products in Kebumen.
Keywords: product quality, brand image, advertising and consumer loyalty.