PENGARUH KUALITAS PRODUK DAN KEUNGGULAN BERSAING TERHADAP KEPUTUSAN PEMBELIAN MELALUI LOYALITAS PELANGGAN

Jurnal Manajemen dan Wirausaha Pub Date : 2022-01-03 DOI:10.46306/vls.v2i1.68

Apriyanti Apriyanti, Zelly Meylina Putri, D. Hariyani

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引用次数: 2

Abstract

The development of fashion in the clothing industry is currently growing rapidly. Many products offer quality, competitive prices in selling products. Likewise, what happened to Cardinal's product sales in Madiun City showed data on product sales in the past year, showing consumer interest in these products because they have good quality even though they are sold at quite high prices. While many other products offer lower prices, but do not have good product quality. This study aims to provide empirical evidence of the effect of product quality, competitive advantage on Cardinal product purchasing decisions through customer loyalty as a variable that intervenes Cardinal product consumers in Madiun City. This study uses an experimental quantitative approach. The sample size from 3 Mall outlets in Madiun City is 155 people. The sampling technique used was purposive sampling. The research instrument is a questionnaire. The data analysis technique uses path analysis. The results obtained from product quality affect purchasing decisions, but customer loyalty and competitive advantage have no effect on purchasing decisions for cardinal products in Madiun City

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通过客户忠诚对产品质量和卓越的竞争决策的影响

目前服装行业的时尚发展迅速。许多产品在销售产品时提供高质量，有竞争力的价格。同样，红衣主教在马迪云市的产品销售情况显示了过去一年的产品销售数据，显示消费者对这些产品的兴趣，因为它们的质量很好，即使它们的价格很高。而许多其他产品提供较低的价格，但没有良好的产品质量。本研究旨在通过顾客忠诚度作为干预马甸市红衣主教产品消费者的变量，为产品质量、竞争优势对红衣主教产品购买决策的影响提供实证证据。本研究采用实验定量方法。在马甸市3家商场的样本规模为155人。使用的抽样技术是有目的的抽样。研究工具是问卷调查。数据分析技术使用路径分析。产品质量对采购决策有影响，而顾客忠诚度和竞争优势对马甸市主要产品的采购决策没有影响

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Jurnal Manajemen dan Wirausaha

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审稿时长

16 weeks