CAUSAL RELATIONSHIP BETWEEN PERCEIVED QUALITY, PRICE, AND BRAND IMAGE ON CUSTOMER LOYALTY (CASE STUDY IN PANTENE SHAMPO IN SURABAYA CITY)

  • wiriyadhika gunaputra -
  • Fefe Ali Sugito
  • Syamsul Adha

Abstract

In this research, the authors do research for Pantene shampoo products that are considered as market leaders in the shampoo category.  From 124 respondents and after validity and reliability testing, we got the result with cronbach's alpha value of 0.953 and validity test value> 0.1764. that the perception of quality over pantene shampoo is quite influential on customer loyalty, as well as brand image of Pantene brand itself is considered by the customer as a brand that has been guaranteed quality. Price is the most influential factor to customer loyalty with the value of test result 0.731, but to be understood is in this research the customer feel the price of Pantene shampoo in accordance with the quality and benefits they get, so price changes will not make customers who have bought Pantene switch to other brands. To add a loyal customer, Pantene still have to keep the price competitiveness to continue to be market leader in shampoo category.

Published
2019-01-07
How to Cite
gunaputra, wiriyadhika, Sugito, F. A., & Adha, S. (2019). CAUSAL RELATIONSHIP BETWEEN PERCEIVED QUALITY, PRICE, AND BRAND IMAGE ON CUSTOMER LOYALTY (CASE STUDY IN PANTENE SHAMPO IN SURABAYA CITY). JURNAL EKSEKUTIF, 15(2), 371-387. Retrieved from http://jurnal.ibmt.ac.id/index.php/jeksekutif/article/view/199
Section
Articles