Persepsi Konsumen Tentang Produk Lidi Geli terhadap Loyalitas Merek di Garut
- TA Mahasiswa
- Silma Juliana Putri
- 24023115464 - S1 Manajemen
Abstrak
This research was conducted to determine the effect of consumer perceptions on brand loyalty Lidi Geli. The variables tested in this study are consumer perceptions and brand loyalty. As for the hypothesis used in this study is that there is an influence on consumer perception and brand loyalty Lidi Geli. The sample of this study was consumers Lidi Geli in Garut. In this study the number of samples was determined by the simple random sampling method and 97 respondents were used as samples. Analysis of the data used in this study is descriptive statistics and simple linear regression analysis. Based on the results of the study, it was evplained that the results obtained by consumer perceptions had a significant effect on brand loyalty. The coefficient of determination shows that variations in brand loyalty variables can explain the consumer perception variable with the coefficient correlations between the two variables is strong.
Keywords: Brand Loyalty, Consumer Perception
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