Pengaruh citra merek (brand image) dan desain produk (design product) terhadap loyalitas konsumen (customer loyalty) pengguna produk tas Eiger di kalangan followers Instagram Eiger

Aziz, Muhammad Bilal Abdul (2020) Pengaruh citra merek (brand image) dan desain produk (design product) terhadap loyalitas konsumen (customer loyalty) pengguna produk tas Eiger di kalangan followers Instagram Eiger. Masters thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Penelitian ini dilatarbelakangi oleh perubahan kondisi dan persaingan pasar dimana kesetiaan konsumen menjadi salah satu unsur penting bagi keberlangsungan perusahaan. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh citra merek (brand image) dan desain produk (design product) terhadap loyalitas konsumen (customer loyalty) pengguna produk tas Eiger di kalangan followers instagram Eiger baik secara parsial maupun simultan. Teknik pengumpulan data penelitian menggunakan kuisioner yang disebar kepada followers instagram Eiger dengan sampel 100 orang. Adapun metode analisis data yang digunakan pada penelitian ini adalah analisis deskriptif, analisis asosiatif (analisis regresi linear berganda, analisis korelasi berganda dan koefisien determinasi) dan analisis uji hipotesis (uji t dan uji F). Hasil penelitian menunjukkan bahwa secara parsial citra merek (brand image) berpengaruh positif dan signifikan terhadap loyalitas konsumen (customer loyalty), secara parsial desain produk (design product) berpengaruh positif dan signifikan terhadap loyalitas konsumen (customer loyalty) dan secara simultan citra merek (brand image) dan desain produk (design product) memiliki pengaruh positif dan signifikan terhadap loyalitas konsumen (customer loyalty). This research is motivated by changing conditions and market competition in which consumer loyalty is an important element for the sustainability of the company. This study aims to determine and analyze the effect of brand image and product design on customer loyalty of Eiger bag product users among Eiger's Instagram followers either partially or simultaneously. The research data collection technique used a questionnaire distributed to Eiger's Instagram followers with a sample of 100 people. The data analysis method used in this research is descriptive analysis, associative analysis (multiple linear regression analysis, multiple correlation analysis and coefficient of determination) and hypothesis testing analysis (t test and F test). The results showed that partially brand image has a positive and significant effect on customer loyalty, partially product design has a positive and significant effect on customer loyalty and simultaneously brand image and product design have a positive and significant effect on customer loyalty.

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