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.

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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

Item Type: Thesis (Other)
Uncontrolled Keywords: Product Strategy, Pricing Strategy, and Brand Loyalty
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: > Manajemen
> Manajemen
Depositing User: Febby Amelia
Date Deposited: 21 Feb 2022 07:41
Last Modified: 21 Feb 2022 07:41
URI: http://repository.uir.ac.id/id/eprint/6113

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