PENGARUH PRODUCT INNOVATION, PRODUCT QUALITY DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY DENGAN COMPETITIVE ADVANTAGE SEBAGAI VARIABEL INTERVENING DI PT. WIJAYA INDONESIA MAKMUR BICYCLE INDUSTRIES GRESIK

Ruth Natalia Soemali

Abstract


Penelitian ini bertujian untuk menganalisa pengaruh dari Product Innovation (relative advantage, campability, complexity, observability dan trialability), Product Quality (performance, features, reliability, conformance to standart, durability, serviceability dan aesthetics) dan Brand Image (brand strength, brand favorable dan brand uniqueness) terhadap Customer Loyalty (Make regular repeat purchases, Purchases across product and services line, Refers others dan Demonstrates immunity to the pull of the competition), dengan pertimbangan faktor Competitive Advantage (price, quality, variety, distribution dan innovation). Penelitian ini dilakukan dengan menyebarkan kuesioner kepada 100 responden yang pemilik sepeda merek Wimcycle lebih dari satu unit. Jenis penelitian kausal dengan analisa menggunakan teknik kuantitatif metode path analysis.


Keywords


Product Innovation, Product Quality, Brand Image, Competitive Advantage, Customer Loyalty

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