Pengaruh Skala Ekonomi dan Kualitas pada Produk Andika-Kue terhadap Loyalitas Konsumen yang di Mediasi oleh Harga (Studi kepada para Konsumen Andika Kue-Kue)

Kuswandi, Syahrul Ardiansyah (2024) Pengaruh Skala Ekonomi dan Kualitas pada Produk Andika-Kue terhadap Loyalitas Konsumen yang di Mediasi oleh Harga (Studi kepada para Konsumen Andika Kue-Kue). Undergraduate thesis, Universitas Pembangunan Jaya.

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Abstract

ABSTRACT THE INFLUENCE OF PRODUCT QUALITY AND PRICE ON THE DECISION TO PURCHASE AN Iphone SMARTPHONE IN SOUTH TANGERANG Syahrul Ardiansyah Kuswandi 1), Dr. Edi Purwanto, S.E., M.M 2) 1) Management Study Program Student, Pembangunan Jaya University 2) Lecturer in the Management Study Program, Jaya Development University This research aims to investigate the influence of economies of scale, product quality and price on consumer loyalty towards Andika Kue-Kue, one of the main players in the cake industry in Indonesia. Rapid business transformation, driven by developments in information and communication technology, as well as increasingly fierce competition in the era of globalization, means that a deep understanding of consumer behavior is the key to company success and growth. In this research, quantitative methods were used. positivistic-based quantitative methods (concrete data), and the data consists of numbers that will be measured to reach conclusions about the problem being studied. Statistics are used as a calculation test tool. This type of study uses a causal associative approach. Associative causal, the results of this research can be used for practices that occur in the field, that economies of scale and product quality can influence product pricing which will also have an impact on customer loyalty from the company. Economies of Scale are able to make customers decide to buy company products through product quality considerations. Good product quality can make customers decide to purchase company products. With these results, product prices can be used as a reference to see the company's customer loyalty. Through the research results obtained by researchers regarding the influence of economies of scale, quality and price on Andika Kue-Kue products on consumer loyalty, the following results were obtained. 1. Economies of Scale have no significant effect on Consumer Loyalty to Andika Kue-Kue. 2. Product quality has a significant effect on consumer loyalty to Andika Cakes. 3. Product price has a significant effect on customer loyalty to Andika Cakes. 4. Economies of scale have a significant effect on product prices at Andika Cakes. 5. Product quality has a significant effect on product prices at Andika Cakes. 6. Economies of Scale have no significant effect on Customer Loyalty which is mediated by Product Prices at Andika Cakes. 7. Product quality has a significant effect on customer loyalty which is mediated by the product price at Andika Kue-kue. Keywords: Economies of Scale, Quality, Loyalty, Price

Item Type: Karya Tulis Ilmiah (KTI) (Undergraduate)
Uncontrolled Keywords: Kata Kunci : Skala Ekonomi, Kualitas, Loyalitas, Harga
Subjects: A General Works > AS Academies and learned societies (General)
Divisions: Fakultas Humaniora dan Bisnis > Prodi Manajemen
Depositing User: Syahrul Ardiansyah Kuswandi
Date Deposited: 31 Jan 2024 06:57
Last Modified: 31 Jan 2024 07:03
URI: http://eprints.upj.ac.id/id/eprint/7598

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