Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2022)

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The Effect of Product Quality and Brand Image on Customer Loyalty at PT. Ultiface Selamet Nugraha

Authors
Aena Nurdini Yanti1, *, Atia Amelia1, *, Kharisma1
1Management, Faculty of Business and Humanities, Nusa Putra University, Sukabumi, Indonesia
*Corresponding author.
*Corresponding author. Email: atia.amelia_mn19@nusaputra.ac.id
Corresponding Authors
Aena Nurdini Yanti, Atia Amelia
Available Online 30 August 2023.
DOI
10.2991/978-94-6463-226-2_31How to use a DOI?
Keywords
Product Quality; Brand Image; Customer Loyalty
Abstract

This study aims to determine the effect of product quality and brand image on customer loyalty at PT. Ultiface Selamat Nugraha. The type of approach used in this research is quantitative research. The number of samples used in this study was 100 respondents. Samples were taken using a purposive sampling technique. The data was collected using distribution in the form of questionnaires and processed by validity test, reliability test, classical assumption test, multiple linear regression test, t-test, f test, and the coefficient of determination. Based on the results of the study, shows that partial product quality (X1) has a positive and significant effect on customer loyalty and brand image (X2) has a positive and significant effect on customer loyalty. Product quality and brand image simultaneously affect customer loyalty.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
30 August 2023
ISBN
978-94-6463-226-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-226-2_31How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Aena Nurdini Yanti
AU  - Atia Amelia
AU  - Kharisma
PY  - 2023
DA  - 2023/08/30
TI  - The Effect of Product Quality and Brand Image on Customer Loyalty at PT. Ultiface Selamet Nugraha
BT  - Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2022)
PB  - Atlantis Press
SP  - 374
EP  - 390
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-226-2_31
DO  - 10.2991/978-94-6463-226-2_31
ID  - Yanti2023
ER  -