Pengaruh Kualitas Produk, Harga, Dan Citra Merek Terhadap Loyalitas Konsumen Merek Morfeen Di Kota Malang

Lazuardi Naufal, Althaf Mahameru Sultan (2026) Pengaruh Kualitas Produk, Harga, Dan Citra Merek Terhadap Loyalitas Konsumen Merek Morfeen Di Kota Malang. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

THE EFFECT OF PRODUCT QUALITY, PRICE, AND BRAND IMAGE ON CONSUMER LOYALTY OF MORFEEN PRODUCTS IN MALANG CITY Althaf Mahameru Lazuardi Sultan Naufal International Marketing Management Department of Business ABSTRACT This study aims to analyze the effect of product quality, price, and brand image partially and simultaneously on consumer loyalty of Morfeen products in Malang City. This research uses multiple linear regression analysis. The results show that product quality and price have a positive but not significant effect on consumer loyalty, while brand image has a positive and significant effect on consumer loyalty. Simultaneously, the three variables product quality, price, and brand image have a significant effect on consumer loyalty, with a significance value of 0.000 < 0.05 and an F-value of 13.348. In addition, the Adjusted R Square value of 0.487 indicates that 48.7% of the variation in consumer loyalty can be explained by these three variables, while the remaining 51.3% is influenced by other factors outside this study. Keywords: Brand Image, Consumer Loyalty, Price, Product Quality.

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