THE INFLUENCE OF PRODUCT QUALITY, PRICE AND PROMOTION ON CONSUMER LOYALTY TO LUWAK WHITE KOFFIE COFFEE  PRODUCTS IN LHOKSEUMAWE CITY

Hafidh

doi:10.54443/ijset.v4i4.718

THE INFLUENCE OF PRODUCT QUALITY, PRICE AND PROMOTION ON CONSUMER LOYALTY TO LUWAK WHITE KOFFIE COFFEE PRODUCTS IN LHOKSEUMAWE CITY

Hafidh

This study examines the effect of product quality, price and promotion on consumer loyalty to luwak white coffee products in Lhokseumawe city. This study uses primary data obtained by distributing questionnaires to 100 respondents selected using the Nonprobabality Sampling technique. The data analysis method used is multiple linear regression method with the help of SPSS. Product quality (X1) partially has a positive and significant effect on consumer loyalty (Y) on luwak white coffee products in Lhokseumawe city. This shows that good product quality can foster consumer loyalty to the product, Price (X2) has a positive and significant effect on consumer loyalty (Y) on luwak white coffee products in Lhokseumawe city, and Promotion (X3) has a positive and significant effect on consumer loyalty (Y) on luwak white coffee products in Lhokseumawe city. Simultaneously, product quality (X1), product (X2) and promotion (X3) have a positive and significant effect on consumer loyalty (Y) on luwak white koffie coffee products in Lhokseumawe city

Keywords: Product Quality, Price, Promotion, Consumer Loyalty.

Ameur, Mahi Keltouma, and Youcef Souar 2015. "The Impact Of Marketing Mix Elements On Customer Loyalty For An Algerian Telecommunication Company. " Expert Journal Of Marketing "3 (1).

Ananda, Ari Ma'ruf. 2018. "The Effect of Price, Brand Image and Promotion on Consumer Loyalty of Kapal Api Coffee in the Community in Palembang City. " Paper Knowledge. Toward A Media History Of Documents 3 (April): 49-58.

Dharmmesta, Basu Swastha. 1999. "Customer Loyalty: A Conceptual Study as a Guide for Researchers." Journal Of Indonesian Economy And Business (Jieb) 14 (3).

Aritonang, Qaharuna Agasa Setyadam, Harjum Muharam, and Sugiono 2016. "The Effect of Intellectual Capital on Financial Performance (Study of Non- Financial Companies Listed on the Indonesia Stock Exchange for the 2012-2014 Period)." Diponegoro University. " Diponegoro University.

Cardia, Daniel I Nyoman Renatha, I Wayan Santika, and Ni Nyoman Rsi Respati. 2019. "The Effect of Product Quality, Price, and Promotion on Smartfren Prepaid Card Customer Loyalty in Denpasar City." E-Journal of Management Udayana University 8 (11): 6762.

Erdipriwiranti, Putri Gianny, Paulus Adrian Pangemanan, and Grace Adonia Josefina Rumagit. 2019. "The Effect of Brand Image, Price, and Product Quality on Dunkin' Donuts Manado Town Square Consumer Loyalty. "Agri-Socioeconomics 15 (2): 321.

Griffin, John M, and Michael L Lemmon. 2002. "Book-To-Market Equity, Distress Risk, and Stock Returns." The Journal Of Finance 57 (5): 2317- 36.

Harnoto 2014. "Customer Satisfaction Strategies in Maintaining and Increasing Customer Loyalty." Journal of Management Economics and Accounting 21

(36): 1-15.

Jacoby and William A. Fisher. 1978. "A Behavioral Process Approach To Information Acquisition In Nondurable Purchasing." Journal Of Marketing Research 15 (4): 532. Https://Doi.Org/10.2307/3150623.

Jannah, Amalia Nurul, and Hening Widi Oetomo. 2016. "The Effect of Brand Image, Product Quality, and Price on Consumer Loyalty." Journal of Management Science and Research (Jirm) 5 (4).

Kakasih, Sandhi C H, Silvya L Mandey, and Willeam J F A Tumbuan. 2014. "Product, Price, Promotion, and Philosophy on Consumer Loyalty of Tekun Jaya Batik Bamboo Furniture in Sangihe Islands Regency." Emba Journal: Journal of Economic Research, Management, Business and Accounting 2 (3).

Kotler, Philip, and Kevin Lane Keller. 2008. "Marketing Strategy." In London: London Business Forum.

Pamungkas, Palguno Achmad, and Eddy Guridno. 2019. "The Influence of Brand Image, Product Quality and Lifestyle on the Loyalty of Vespa Motorcycle Users in South Jakarta." Oikonomia: Journal of Management 15

(1): 86-97. Https://Doi.Org/10.47313/Oikonomia.V15i1.646.

Pardede, Ruly Frans, and Hamdy Hadi. 2015. "The Effect of Product Quality, Brand and Promotion on Cigarette Customer Loyalty." Managerial Journal 9 (1).

Payne, Adrian, and Pennie Frow. 2005. "A Strategic Framework For Customer Relationship Management." Journal Of Marketing 69 (4): 167-76.

Putri, Arie Pratania, Alexander Wongkar, Michael Michael, and Muhammad Rizki Balliansa. 2020. "The Influence Of Product Quality, Price, And Service Quality In Customer Loyalty At Pt. Cybernetic Makmur Lestari." Budapest International Research And Critics Institute (Birci-Journal): Humanities And Social Sciences 3 (4): 2864-79.

Rosalina, Mela, Nurul Qomariah, and Maheni Ika Sari. 2019. "The Impact of Promotion, Price and Product Quality on Oppo Smartphone Consumer Loyalty." Journal of Science and Technology Research 4 (2): 161-74.

Rosalina, Vidila. 2021. "Donation Movement of 3,000 Cloth Masks and Education on the Use of Cloth Masks in an Effort to Suppress the Spread of Covid-19." Kaibon Abhinaya: Journal of Community Service 3(1): 53-57.

Https://Doi.Org/10.30656/Ka.V3i1.2916.

Setiawan, Dicky Bagus, and Hendri Soekotjo. 2018. "The Influence of Brand Image, Price and Product Quality on Sun Power Shuttlecock Consumer Loyalty. " Journal of Management Science and Research (Jirm) 7 (4).

Tjiptono, Fandy, and Gregorius Chandra. 2019. "Service, Quality and Customer Satisfaction." Language 20 (436).

Waskita, Alif Indra, and Tri Yuniati. 2016. "The Effect of Brand Image, Price and Promotion on Consumer Loyalty." Journal of Management Science and Research (Jirm) 5 (9).