Pengaruh Strategi Harga Dan Strategi Produk Terhadap Brand Loyalty Di Cafe Owl Coffee Pekanbaru

Syafriana, Lidya Pradita (2021) Pengaruh Strategi Harga Dan Strategi Produk Terhadap Brand Loyalty Di Cafe Owl Coffee Pekanbaru. Other thesis, Universitas Islam Riau.

Preview

Text LIDYA PRADITA SYAFRIANA.pdf Download (693kB) | Preview

Abstract

This study aims to examine the effect of price strategy and product strategy on brand loyalty at Cafe Owl Coffee Pekanbaru partially and simultaneously. Collecting data using a questionnaire using a Likert measurement scale. Determination of the sample by means of non-probability sampling with a sample of 30 respondents and analysis of research data using multiple linear regression analysis. Based on the partial test, it shows that the Price Strategy (X1) has a positive effect on Brand Loyalty (Y) where the calculated T value is 2.094 > T table 2.042. Product Strategy (X2) does not have a positive effect on Brand Loyalty (Y) with a T arithmetic value of 1.470 < T table 2.042. While the Simultaneous calculation shows that the Price Strategy (X1) and Product Strategy (X2) together have a positive influence on Brand Loyalty (Y) where the calculated F value is 9.790 > F table 0.299. and for the R Squere value, it is obtained at 0.420 where the Price Strategy Factor (X1) and Product Strategy factor (X2) provide a weak contribution to Brand Loyalty (Y) which is 0.420 or 42.0%. Kata Kunci : Product Strategy, Pricing Strategy, and Brand Loyalty

Actions (login required)

View Item