The Effect of Price, Product Quality, Brand Image on Consumer Loyalty: Study on Consumer Ouval Research on Jalan Dr. Mansyur Medan City

Ricky Dian Adytama Sinulaki, Onan Marakali Siregar

2022

Abstract

Loyalty is one of the success factors in marketing a product. Lack of consumer loyalty to the products Ouval Research offers makes sales of Ouval Research products inconsistent. Factors that can maintain consumer loyalty such as price, product quality, and brand image. The purpose of this research is to analyze the effect of price on consumer loyalty, analyze the effect of product quality on consumer loyalty, analyze the effect of brand image on consumer loyalty, and analyze the effect of price, product quality, brand image on consumer loyalty Ouval Research Medan. The research method used in this research is quantitative. The population in this research were SCH consumers, the sample set was 96 respondents. The results of this study indicate that the price (X1) has no significant effect on consumer loyalty. Meanwhile, product quality (X2) and brand Image (X3) significantly influence consumer loyalty. However, price, product quality, brand image have an simultaneous effect on consumer loyalty (Y). The value of the coefficient of determination of this study shows that the variable price, product quality, brand image can explain the variable consumer loyalty of 77.9%.

Paper Citation

in Harvard Style

Dian Adytama Sinulaki R. and Marakali Siregar O. (2022). The Effect of Price, Product Quality, Brand Image on Consumer Loyalty: Study on Consumer Ouval Research on Jalan Dr. Mansyur Medan City. In Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP, ISBN 978-989-758-618-7, SciTePress, pages 307-311. DOI: 10.5220/0011566600003460

in Bibtex Style

@conference{icosop22,
author={Ricky Dian Adytama Sinulaki and Onan Marakali Siregar},
title={The Effect of Price, Product Quality, Brand Image on Consumer Loyalty: Study on Consumer Ouval Research on Jalan Dr. Mansyur Medan City},
booktitle={Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP,},
year={2022},
pages={307-311},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011566600003460},
isbn={978-989-758-618-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP,
TI - The Effect of Price, Product Quality, Brand Image on Consumer Loyalty: Study on Consumer Ouval Research on Jalan Dr. Mansyur Medan City
SN - 978-989-758-618-7
AU - Dian Adytama Sinulaki R.
AU - Marakali Siregar O.
PY - 2022
SP - 307
EP - 311
DO - 10.5220/0011566600003460
PB - SciTePress