PENGARUH PRODUCT QUALITY DAN BRAND IMAGE TERHADAP BRAND LOYALTY: Survei terhadap Pengguna Bedak Muka Padat Pada Member Pixytinkermate Community Indonesia

    Septi Tri Wulandari, - and Dr. Bambang Widjanjanta, M.M., - and Dr. Puspo Dewi Dirgantari, S.Pd., M.T., M.M., - (2025) PENGARUH PRODUCT QUALITY DAN BRAND IMAGE TERHADAP BRAND LOYALTY: Survei terhadap Pengguna Bedak Muka Padat Pada Member Pixytinkermate Community Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk menganalisis pengaruh product quality dan brand image terhadap brand loyalty pada member pixytinkermate community Indonesia. metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif dan metode verifikatif dengan unit analisis yakni member pixytinkermate community Indonesia dengan jumlah populasi 6.290 member dan sampel diperoleh sebanyak 332 responden menggunakan purposive sampling dengan software IBM SPSS AMOS version 22 for Windows. Data diolah dengan menggunakan metode Struktural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa product quality dan brand image berpengaruh signifikan dan positif terhadap brand loyalty baik secara parsial maupun secara simultan, hal tersebut ditunjukkan dengan besaran critical rasio yang lebih besar dari nilai minimum. Implikasi dari penelitian ini menunjukkan bahwa semakin baik product quality dan semakin positif brand image yang dimiliki maka semakin baik pula brand loyalty pada member pixytinkermate community Indonesia. Selain itu, hasil penelitia ini juga dapat menjadi dasar bagi perusahaan dan lembaga pedidikan untuk mengembangkan strategi pemasaran dan juga pembelajaran pentingnya product quality dan brand image dalam membangun brand loyalty. This study aims to analyze the influence of product quality and brand image on brand loyalty among members of the pixytinkermate community Indonesia. The research employed descriptive and verification methods, with the unit of analysis being members of the pixytinkermate community Indonesia. from a total population of 6,290 members, a sample of 332 respondents was selected using purposive sampling. Data were analyzed using IBM SPSS AMOS version 22 for Windows and processed through Structural Equation Modeling (SEM). The results show that product quality and brand image have a significant and positive effect on brand loyalty, both partially and simultaneously, as indicated by critical ratio values exceeding the minimum threshold. The implications of this study suggest that the better the product quality and the more positive the brand image, the higher the level of brand loyalty among Pixytinkermate Community Indonesia members. Moreover, the findings can serve as a basis for companies and educational institutions to develop marketing strategies and learning approcaches that emphasize the importance of product quality and brand image in building brand loyalty.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&user=bu4BHEkAAAAJ&view_op=list ID SINTA Dosen Pembimbing: Bambang Widjajanta: 5984870 Puspo Dewi Dirgantari: 5980376
    Uncontrolled Keywords: Kualitas Produk, Citra Merek, Loyalitas Merek Product Quality, Brand Image, Brand Loyalty
    Subjects: H Social Sciences > HE Transportation and Communications
    H Social Sciences > HF Commerce
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
    Depositing User: Septi Tri Wulandari
    Date Deposited: 02 Sep 2025 01:51
    Last Modified: 02 Sep 2025 01:51
    URI: http://repository.upi.edu/id/eprint/136447

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