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PENGARUH INOVASI DAN KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN TEH BOTOL SOSRO DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING

Management Analysis Journal

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Title PENGARUH INOVASI DAN KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN TEH BOTOL SOSRO DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING
 
Creator Sujadi, Tutut Paradhiba
Wahyono, Wahyono
 
Subject Inovation, Product Quality, Satisfaction, Consumer Loyalty
 
Description This study aims to investigate the influence of innovation and product quality on customer loyalty Tea Botol Sosro with satisfaction as an intervening variable. The study population was all citizens who live in sekaran both local residents and students UNNES. Sampling by using accidental sampling technique, the sample size is determined by using iteration and obtained a sample of 102 people. Data collection methods used were questionnaires, and the methods of analysis, test instrument (validity and reliability testing). Analysis of data using path analysis (Path Analysis), wherein the variables used include innovation, product quality, satisfaction, and customer loyalty. Conclusions from this research is that there is influence directly or indirectly variable product innovation and product quality on customer loyalty through satisfaction Botol Sosro as an intervening variable. Suggestion for the company is to be always doing research to innovate in developing products Sosro Tea produced, as well as improve the quality of its products.
 
Publisher Management Analysis Journal
 
Contributor —
 
Date 2015-12-05
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.unnes.ac.id/sju/index.php/maj/article/view/8885
10.15294/maj.v4i4.8885
 
Source Management Analysis Journal; Vol 4, No 4 (2015): Management Analysis Journal
2502-1451
2252-6552
 
Language eng
 
Relation http://journal.unnes.ac.id/sju/index.php/maj/article/view/8885/5811