PENGARUH PRODUCT INNOVATION, PRODUCT QUALITY DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY DENGAN COMPETITIVE ADVANTAGE SEBAGAI VARIABEL INTERVENING DI PT. INSERA SENA

Rosita Septiani; Wan Dismarita

doi:10.36352/jumka.v2i2.439

Rosita Septiani Universitas Ibnu Sina
Wan Dismarita Universitas Ibnu Sina

DOI: https://doi.org/10.36352/jumka.v2i2.439

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

Abstract

This research is conducted to analyze the effect from product innovation, product quality, and brand image (brand strength, brand favorable dan brand uniqueness) to customer loyalty, with consideration factors of competitive advantage (price, quality, variety, distribution and innovation). The research was conducted with questionnaire to one hundred respondent. This research was conducted by distributing questionnaires to 50 respondents who use Polygon bikes. Type of this research is causal research with quantitative analysis using path analysis technique.

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