Email this article Pegaruh kepuasan dan kualitas tas imitasi berkualitas (counterfeit bag) terhadap loyalitas konsumen pada produk tas bermerek asli
Abstract
Tujuan dalam penelitian ini adalah untuk mengetahui dan menganalisis pengaruh kepuasan dan kualitas tas imitasi berkualitas terhadap loyalitas konsumen pada produk tas bermerek asli di Samarinda. Penelitian ini dilakukan secara dengan metode personally administrated survey yang memungkinkan responden untuk mengisi kuesioner yang diberikan tanpa bantuan peneliti. Jumlah responden diambil sebanyak 45 orang.Pengumpulan data dilakukan dengan menggunakan kuesioner.Metode analisis yang digunakan adalah Analisis linier berganda. Hasil penelitian menunjukkan bahwa kepuasan berpengaruh positif dan signifikan terhadap loyalitas konsumen pada tas asli, kesan produk yang eksklusif dan kesan produk yang sesuai model maka loyalitas konsumen terhadap pembelian pada tas bermerek asli ini semakin tinggi. Kualitas tas imitasi berpengaruh positif dan signifikan terhadap loyalitas konsumen pada tas merek asli yang artinya konsumen terhadap kualitas tas imitasi menyerupai tas aslinya memiliki harga yang lebih murah, dan kemudahan produk untuk diakses.
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DOI: https://doi.org/10.29264/jimm.v7i1.8049
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