ANALISIS PENGARUH ATRIBUT YANG BERHUBUNGAN DENGAN PRODUK DAN PEMBELIAN TERHADAP LOYALITAS: STUDI PADA KONSUMEN PRODUK MARTHA TILAAR DI KABUPATEN BLORA

• Main Authors: , RIZELLIA, , Dr. Sampurno, MBA., Apt.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2014
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/127984/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=68306
• Institution: Universitas Gadjah Mada

The demand of beauty product and body care are continuously increasing. This condition creates some promising opportunities in cosmetics industry. A lot of �new players� who are beginners in the cosmetic industry makes hard competition in this field. Business corporation should be able to manage their consumers� loyalty, as attracting new consumers needs a lot of cost comparing it to maintaining old consumers. Attributes related to product and product are those factors that have influence on the consumers� loyalty. The purpose of the research was to identify the influence of the attributes related to product and purchase on Martha Tilaar consumers� loyalty in Kabupaten Blora. The research was a co-relational research. Data was conducted by survey with questionnaire as an instrument, while the variables in the research were valued using the Likert Scale. The samples were taken with a non-probability sampling design with purposive sampling. The criteria of the respondents were women between 17 to 50 years of age, having used the Martha Tilaar products for three months, having bought Martha Tilaar products at least three times, and being the residences of Kabupaten Blora. The number of sample that had been used were 120 people. The data collected were analyzed with a simple and multiple linear regression. The result of the data analysis showed that the attributes related to product have positive and significant influence on the loyalty (beta coeficience=0.174)