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Submitted
7 April 2023
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2 June 2023
Published
2 June 2023
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Abstract

Penelitian ini bertujuan untuk mempelajari pengaruh harga, promosi, kualitas produk dan dampaknya terhadap loyalitas konsumen Tupperware. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan kuesioner untuk memperoleh data primer dengan bantuan Google Form. Jumlah responden pada penelitian ini berjumlah 150 responden. Kemudian diolah menggunakan metode structural equation modelling (SEM). Model dan hipotesis diuji dengan bantuan program IBM SPSS AMOS 24. Hasil penelitian ini menunjukkan harga, promosi, dan kualitas produk memiliki pengaruh positif dan signifikan terhadap loyalitas konsumen pada produk Tupperware.

Keywords

harga promosi kualitas produk loyalitas konsumen

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Copyright (c) 2023 Azzam Muhammad Hilaly Al-Adnan, Albari

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Al-Adnan, A. M. H., & Albari. (2023). The Pengaruh Harga, Promosi, Kualitas Produk dan Dampaknya pada Loyalitas Konsumen Tupperware. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(2), 132–144. Retrieved from https://journal.uii.ac.id/selma/article/view/28144
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