The Effect of Brand Image and Product Quality toward Wardah Cosmetics Consumers’ Loyalty as A Study on Students Management Study Program, Faculty of Econom ics and Business, Muhammadiyah University of Bengkulu
DOI:
https://doi.org/10.53697/emba.v1i2.281Keywords:
Brand Image, Product Quality, Costumers’ LoyaltyAbstract
This study almed to determine the effect of brand image and product quality toward Wardah Cosmetics Costumers’ loyalty as the study on Students of Management Study Program, Faculty Economics and Business, Muhammadiyah University of Bengkulu. The data collection technique of this study used observation, interviw, and quetionnaire. The data analysis technique of this study used instrument tests, classical assumption tests, analysis of respondents’ respones, multiple linier analysis of the determination coefficient and also hypotesis testing. The result of the study show that in line with the multiple linier test obtained the regression equation which is as follows: Y= 5.224 + 0.200 (X_1) + 0.332 (X2). The test result can be seen that the variable Brand Image (X1) show tcount> ttable (2.502 > 1.98580) and (sig <α = 0,014 < 0.050) variable Product Quality (X2) obtained tcount> ttable (9.150 > 1.98580) and (sig <α = 0,000 < 0.050). Based on the finding above can be concluded that Brand Image and Product Quality have a positive and significant effect toward Wardah Cosmetics Costumers’ Loyalty as a study on students of Management Study Program, Faculty of Economics and Business, Muhammadiyah University of Bengkulu.
References
Amriany dkk. 2016. Iklim Organisasi yang Kondusif. Yogyakarta. Pustaka Pelajar
Arikunto, J. 2014. Metode Riset Skripsi Pendekatan Kuantitatif Menggunakan Prosedur SPSS. Jakarta. PT. Elex Media Komputindo.
Bhastary, Manda Dwipayani dan Kusri Suwardi. 2018. Pengaruh Keselamatan dan Kesehatan Kerja (K3) dan Lingkungan Kerja terhadap Kinerja Karyawan di PT. Samudra Perdana. Jurnal Manajemen dan Keuangan,
Darmawan. 2013. Prinsip–Prinsip Perilaku Organisasi. Surabaya. Media Grafika.
Edyun, Neti. 2012. Hubungan Antara Stres Kerja dengan Produktivitas Karyawan. Surakarta. CV. Mediatama Surakarta.
Gunawan, Arif Choirul. 2016. Analisis Manajemen Keselamatan Dan Kesehatan Kerja. Jurnal FISIP. (3). 7.
Hasibuan. 2013. Manajemen Sumber Daya Manusia. Jakarta. Bumi Aksara.
Hartatik, Indah Puji. 2014. Buku Praktis Mengembangkan SDM. Jogjakarta. Laksana
Ilfani, Grisma. 2013. Manajemen Sumber Daya Manusia Perusahaan. Bandung. Remaja RosdaKarya.
Kusawana, Wowo. 2014. Ergonomi dan K3 Kesehatan Keselamatan Kerja. Bandung. PT. Remaja Rosdakarya Offset.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.