MENINGKATKAN LOYALITAS KONSUMEN MELALUI KEPUASAN PELANGGAN, BIAYA PENEMUAN, MEREK KEPERCAYAAN DAN NILAI PERSEPSI DALAM PRODUK AIR MINUM PAKET CLEO DI KUDUS

MUHAMMAD FAISAL ANANG FANANI

Abstract


This study aims to analyze the effect of customer satisfaction, cost transfer, brand trust and value perceptions on consumer loyalty drinking water Cleo packaging in Kudus. . The proposed variables are four independent variables and one dependent variable, customer satisfaction, cost transfer, brand trust and value perception as free variable and customer loyalty as dependent variable.This research was conducted by survey method to drinking water consumers Cleo packaging in Kudus and analyzed by regression. The first stage examines the validity and reliability of each variable question. The second stage, regressing the influence of consumer satisfaction, cost shifting, brand trust and value perceptions on consumer loyalty drinking water Cleo packaging in Kudus. The results showed that the variable of customer satisfaction, cost transfer, brand trust and multiple value perception proved to have a positive and significant influence on consumer loyalty drinking water Cleo packaging in Kudus. Companies need to further increase public confidence in the brand of Cleo drinking water and improve product quality standards so that consumers can feel the benefits of Cleo drinking water in accordance with the set price.

Keywords


consumer satisfaction;cost transfer;brand trust;customer perceptions of value and loyalty

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