HUBUNGAN KUALITAS PRODUK KARTU CDMA FLEXI DENGAN LOYALITAS MEREK PADA KONSUMEN

Anggada, Teuku (2007) HUBUNGAN KUALITAS PRODUK KARTU CDMA FLEXI DENGAN LOYALITAS MEREK PADA KONSUMEN. Other thesis, University of Muhammadiyah Malang.

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Abstract

PT Telkom Indonesia Tbk utilizing CDMA fixed wireless phone labeled as Flexi. CDMA 2000-1x is a platform technology Flexi is a system that uses spread spectrum techniques (spread spectrum) with unique codes randomly, so immune to interference (antijamming) and free tapping (anti-intercept). Attendance Flexi followed by the emergence of other competitors such as Fren and Starone. The problem that arises is the competition to get and retain customers. With high product quality possible to achieve brand loyalty is huge. Consumer perceptions of product quality is the dynamic nature of the product for compliance with the needs and desires. While brand loyalty is the consumer's commitment in making decisions to buy, which is manifested in a consistent repeat purchase behavior. This study aims to determine the relationship of product quality Flexi CDMA card on consumer brand loyalty. The samples in this study is the total sampling, and the characteristics of the sample set was an employee of PT. WOM Finance, Malang Branch who use Flexi CDMA card. Number of population that meets the characteristics of the sample of 48 people, so this research is the study population because the entire population sampled. This research is quantitative and is correlational. Research instrument in this study are Likert scale used to measure the variable quality of the product and brand loyalty, while the method used in data analysis techniques Product Moment correlation analysis. Product Moment correlation analysis results show that there is a very significant positive relationship (r = 0.921, sig = 0.000 <0.010) between the quality of the Flexi CDMA card products with brand loyalty. This shows that if consumers perceive a high quality card, the higher the Flexi CDMA brand loyalty. Conversely, if consumers perceive low quality Flexi CDMA card the lower brand loyalty. The effective contribution of the variable product quality Flexi CDMA card on brand loyalty by 100 = 84.8% seen from the determinant coefficient = 0.848. This means there are still other variables of 15.2% which affects the behavior of brand loyalty as consumers' habits.

Item Type: Thesis (Other)
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Faculty of Psychology > Department of Psychology
Depositing User: Zainul Afandi
Date Deposited: 04 May 2012 06:51
Last Modified: 04 May 2012 06:51
URI: http://eprints.umm.ac.id/id/eprint/4256

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