PENGARUH KUALITAS PRODUK DAN ATRIBUT PRODUK TERHADAP LOYALITAS PELANGGAN PADA SUSU CAIR UHT FRISIAN FLAG (Studi Kasus Pada Pembeli UHT Frisian Flag Usia 20-35 Tahun di Semarang)

Abstract

to sell and still can carry out its operations. Product quality and product
attributes is one of the important factors that could affect the level of customer loyalty in
Frisian Flag UHT dairy beverage products. With the presentation of a good quality
product and quality and a good and interesting attributes of the product, it will further
enhance the level of consumer loyalty Frisian Flag UHT milk in making a purchase on an
ongoing basis.This type of research is explanatory. With a total sample of 100 respondents
were taken in three districts in Semarang. Collecting data using a questionnaire with Likert
scale measurement. Data analysis methods used are validity and reliability, the correlation
coefficient (R), a simple linear regression, multiple linear regression, coefficient of
determination (R2), F test and t test. The results of this study concluded that the quality of
the products and product attributes have a strong influence positive and significant impact
on customer loyalty, either partially or simultaneously. Product quality and product
attributes together have a strong influence on customer loyalty proved by the correlation
coefficient (R) of 0.900.