Pengaruh Atribut Produk Terhadap Loyalitas Konsumen : Studi Pada Pengguna Lampu Philips di Kota Ambon

Abstract

This study aims to examine and analyze the effect of product
attributes on consumer loyalty Philips light users in the city of Ambon. The
collection of the data used in this study is a questionnaire survey with a Likert
Scale and literature study. Samples using probability sampling by convenience
sampling technique as many as 100 people. While the analysis method used is
descriptive analysis and multiple regression analysis. The results showed that the
variable attribute indicates Philips lighting products significantly influence
customer loyalty in the city of Ambon. Based on the results of coefficient of
determination can be explained that the variable product attributes Philips lamp at
100% influence on consumer loyalty in the city of Ambon.
Keywords: product atribute, customer loyalty