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All Journal (JDAB) Jurnal Dinamika Administrasi Bisnis
Krisnawati, Silla
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Decision Sciences, Operations Research & Management Social Sciences

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ANALISIS PENGARUH CITRA MEREK , KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN Krisnawati, Silla; Andayani, Sri; Mulyati, Awin
Jurnal Dinamika Administrasi Bisnis Vol 4 No 1 (2018): Jurnal "Dinamika Administrasi Bisnis"
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/jdab.v4i1.2270

Abstract

This study aims to analyze influence the variable of brand image, service quality and price to the variable of customer loyalty in a partial, simultaneous and variables that dominate it. The method of analysis used is multiple linear regression.Population in this research is consumers who use the services of lasika production . The sample used in this study as much 100 respondents drawn from customers of the Event Organizer which works together with Lasika Production by purposive sampling. The results of the research found that Brand Image has positive and significant effect on customer loyalty is partially acceptable. Service quality has positive and significant effect to customer loyalty partially. The price has positive and significant effect to customer loyalty partially. Brand image, service Quality and Price simultaneously significant positive effect on customer loyalty. The factors that most dominating customer loyalty are brand image Keywords: brand image, service quality, prices, customer loyalty
Co-Authors Mulyati, Awin Sri Andayani