PENGARUH CITRA PRODUK DAN PROMOSI TERHADAP LOYALITAS PELANGGAN PADA PRODUK BISKUIT ROMA DI KOTA JAMBI
DOI:
https://doi.org/10.53978/hasemnas.v0i1.538Keywords:
Product Image, Promotion, Customer LoyaltyAbstract
Corporate competition in marketing is not limited to only the functional attributes of the product but requires companies to try to produce products needed by consumers with good quality and products, for example, such as the usefulness of products that have been associated with products that are able to provide a special image for their users. The product describes it as an exchanged commodity, while the product image describes the customer's specifications. The number of samples in this study amounted to 100 respondents, the product image variables from the research that have been carried out have a significant simultaneous and partial influence on customer loyalty. In the descriptive statistical analysis, the minimum value of the product image is 13, the maximum value is 40. From this sample, it has an average value of 36.77 and then has a standard deviation value (std deviation) of 4.463. This shows that the image of Roma biscuit products is relatively low. The promotion variable of this study has a significant influence simultaneously and partially. Descriptive statistical analysis of promotion results in a minimum value of 13, and a maximum value of 45. This sample has an average value of 40.23 then the standard deviation value (std deviation) is 5.857. This shows that the promotion of Roma biscuits is quite normal. So it can be said that both product image and promotion variables have a significant effect on the variables bound by customer loyalty.
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