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Journal > Accounting > THE EFFECT OF BRAND IMAGE, PRODUCT QUALITY, AND PRICE ON CONSUMER LOYALTY OF PEPSODENT TOOTHPASTE PRODUCT (Case Study in the District of Turi, Sleman regency)

 

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Accounting
2009
THE EFFECT OF BRAND IMAGE, PRODUCT QUALITY, AND PRICE ON CONSUMER LOYALTY OF PEPSODENT TOOTHPASTE PRODUCT (Case Study in the District of Turi, Sleman regency)
Article Info   ABSTRACT
Published date:
06 Dec 2010
 
The purpose of this study are: 1) to investigate the influence brand image against
consumer loyalty, 2) to assess the influence of product quality to customer loyalty, 3) to
determine the effect of price to consumer loyalty, 4) to determine which variables among the
three variables most influence on customer loyalty. Brands studied are brand Pepsodent
toothpaste, which the respondents were taken from the users of Pepsodent toothpaste in Sub Turi,
Sleman regency, Yogyakarta.
This research was conducted by survey method where data is obtained by distributing
questionnaires to 100 respondents. Method of sampling using non-probability sampling. Methods
of data collection in this research is the questionnaire method by using the Likert Scale. While
the methods of data analysis using multiple linear regression analysis, t test and F test with the
help of SPSS software.
The results showed that there was a positive influence between variable brand image to
consumer loyalty Pepsodent toothpaste products, that there is a positive influence between the
variables of product quality to customer loyalty Pepsodent toothpaste products, that there is a
positive influence between the variables of price to consumer loyalty Pepsodent toothpaste
products, and that the variables that most influence on consumer loyalty is a variable Pepsodent
toothpaste brand image.

Keywords: brand image, customer loyalty, toothpaste.
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