ANALISIS PENGARUH STRATEGI POSITIONING DAN PERCEIVED QUALITY TERHADAP LOYALITAS PELANGGAN PADA WARDAH COSMETICS GERAI BUARAN PLAZA, JAKARTA TIMUR

Ferina Septiany Rinaldy, 1313.1111.505, Analysis of The Influence of Strategy Positioning and Perceived Quality To Consumer Loyalty At Wardah Cosmetics Beauty Store Buaran Plaza, Jakarta Timur, 145 pages, 49 tables, 10 pictures, Jakarta, 2017.
This research discussed about the influence of strategy positioning and perceived quality to consumer loyalty at Wardah Cosmetics Beauty Store Buaran Plaza, Jakarta Timur. The purpose of this research is find out how much the influence of strategy positioning to consumer loyalty, and the influence of perceived quality to consumer loyalty in partial. Also to find out how much the influence of strategy positioning and perceived quality to consumer loyalty in simultaneous.
Wardah Cosmetics Beauty Store Buaran Plaza, April 2017. The research method used is library research and field research. The quantitative analysis used is simple linear regression in partial, and double linear regression in simultaneous. Result of strategy positioning to consumer loyalty in partial: Ŷ = 9,238 + 0,637X. And result of perceived quality to consumer loyalty in partial: Ŷ = 5,693 + 0,759X. Result of strategy positioning and perceived quality to consumer loyalty in simultaneous: Ŷ = 3,491 + 0,176 X1 + 0,634 X2. The coefficient of consumer loyalty determination is 22,2% influenced by strategy positioning, 32,1% influenced by perceived quality. The coefficient of consumer loyalty is 32,9% influenced by strategy positioning and perceived quality simultaneously. Result of correlation coefficient among strategy positioning to consumer loyalty partially is medium. Result of correlation coefficient among perceived quality to consumer loyalty partially is medium. And Result of double correlation coefficient among strategy positioning and perceived quality to consumer loyalty partially is medium. The conclusion of analysis is all significant, both of them.
References : 14 books (2010-2016), 20 journals, 6 websites. Research Advisor : Arifin Nugroho, Zurlina Lubis.
Keywords : Strategy Positioning, Perceived Quality, Consumer Loyalty