ANALISIS PENGARUH ATRIBUT YANG BERHUBUNGAN DENGAN PRODUK DAN PEMBELIAN TERHADAP LOYALITAS: STUDI PADA KONSUMEN PRODUK MARTHA TILAAR DI KABUPATEN BLORA
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...
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Main Authors: | , |
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Format: | Theses and Dissertations NonPeerReviewed |
Published: |
[Yogyakarta] : Universitas Gadjah Mada
2014
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Subjects: | |
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 |
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Institution: | Universitas Gadjah Mada |
Summary: | 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) |
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