Influence Of Price, Product Quality and Brand Image Towards Oil Customer Loyalty Fried Palmanco In Medan City In East Medan District

Triara Juniarsih; Satrio  Wicaksono; Adika Fajar Putra

doi:10.32734/jomas.v5i3.22919

Authors

Triara Juniarsih Hungarian University of Agriculture and Life Sciences (MATE)
Satrio Wicaksono Faculty of Economic and Business, Universitas Sumatera Utara, Medan, 20155, Indonesia
Adika Fajar Putra Faculty of Economic and Business, Universitas Sumatera Utara, Medan, 20155, Indonesia

DOI:

https://doi.org/10.32734/jomas.v5i3.22919

Keywords:

Price, Product Quality, Brand Image, Customer Loyalty

Abstract

This research aims to determine and analyze the influence of price,
product quality and brand image on customer loyalty for Palmanco
Cooking Oil in Medan City in East Medan District. This research is
associative research and the type of data used is quantitative. The data
used was obtained from interviews, surveys and distributing
questionnaires. The analytical method used is descriptive analysis and
multiple linear regression analysis. The population of this research is
the people of Medan city, especially in East Medan District, who use
Palmanco cooking oil products. The number of samples in this study
was 119 people using a purposive sampling technique with the criteria:
aged over 20 years and had purchased Palmanco cooking oil products
at least 3 times. The results of this research show that simultaneously
Price, Product Quality and Brand Image have a positive and significant
effect on Customer Loyalty for Palmanco Cooking Oil in Medan City
in East Medan District. Partially, Price, Product Quality and Brand
Image have a positive and significant effect on Customer Loyalty for
Palmanco Cooking Oil in Medan City in East Medan District.