PENGARUH KUALITAS PRODUK, KEPERCAYAAN MEREK, DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS MEREK (Studi pada Mahasiswa Fakultas Ilmu Keolahragaan Universitas Negeri Yogyakarta Pengguna Minuman Isotonik Merek Mizone)

Abstract

Abstrak

Penelitian ini bertujuan untuk mengetahui: (1) pengaruh kualitas produk terhadap loyalitas merek minuman isotonik merek Mizone, (2) pengaruh kepercayaan merek terhadap loyalitas merek minuman isotonik merek Mizone, (3) pengaruh kepuasan konsumen terhadap loyalitas merek minuman isotonik merek Mizone, dan (4) pengaruh kualitas produk, kepercayaan merek dan kepuasan konsumen terhadap loyalitas merek minuman isotonik merek Mizone. Jenis penelitian ini merupakan penelitian survei. Populasi penelitian ini adalah Mahasiswa Fakultas Ilmu Keolahragaan Universitas Negeri Yogyakarta. Sampel yang digunakan adalah Mahasiswa yang pernah membeli minuman isotonik merek Mizone lebih dari dua kali. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling dengan jumlah sampel 150 Mahasiswa. Teknik pengumpulan data menggunakan kuesioner yang telah di uji validitas menggunakan Confirmatory Factor Analysis (CFA) dan uji reliabilitas menggunakan rumus Cronbach Alpha. Teknik analisis data menggunakan uji regresi berganda. Hasil menunjukkan bahwa variabel kualitas produk, kepercayaan merek, dan kepuasan konsumen secara parsial dengan uji t ataupun secara simultan dengan uji F menunjukkan nilai yang positif terhadap loyalitas merek.

Kata kunci: Kualitas Produk; Kepercayaan Merek; Kepuasan Konsumen; Loyalitas Merek

Abstract

The purpose of research was to find the influence: (1) product quality toward brand loyalty of isotonic drinks brand Mizone, (2) brand trust toward brand loyalty of isotonic drinks brand Mizone, (3) customer satisfaction toward brand loyalty isotonic drinks brand Mizone, and (4) product quality, brand trust, and customer satisfaction toward brand loyalty isotonic drinks brand Mizone. The research was conducted based on survey. Population of the research were students of Sport Science Faculty Yogyakarta State University. Sample were used students who have bought isotonic drinks brand Mizone more than twice. Purposive sampling was used as a sampling method with the total sample of 150 students. Data was collected through questionnaire which validity by Confirmatory Factor Analysis (CFA) and reliability by Cronbach Alpha were already verified. Multiple regression was used as analysis technique. The result showed that variable product quality, brand trust, and customer satisfaction have positive value which were partial by t test and simultaneous by F test toward brand loyalty.

Keywords: Product Quality; Brand Trust; Customer Satisfaction; Brand Loyalty