Analysis of Consumer Loyalty to Creative Economic Products in Padang City

DOI

10.2991/978-94-6463-350-4_32How to use a DOI?

Keywords

perception of price; promotion; brand image; consumer satisfaction

Abstract

The purpose of this study was to determine and analyze the effect of price perception, promotion, brand image, and consumer satisfaction partially or simultaneously on consumer loyalty in the Senja Padang Coffee Zone. The research method used is descriptive quantitative. The sampling technique used is incidental sampling, so the sample is 100 consumers. Data collection methods are observation, interviews, questionnaires, and library reviews. The data analysis technique used is multiple linear regression, t-test, F test, and coefficient of determination. The results of the multiple linear regression analysis are Y = 5.536 + 0.608 X₁ + 0.232 X₂ + 0.310 X₃ + 0.167 X₄ + e. Based on the results of the t-test, it is known that the perception of price, promotion, brand image, and consumer satisfaction has a partial effect on consumer loyalty in the Senja Padang Coffee Zone because the significant value is < 0.05. Based on the results of the F test, it is known that price perception, promotion, brand image, and consumer satisfaction have a simultaneous effect on consumer loyalty in the Senja Padang Coffee Zone because the significant value is < 0.05. The result of the coefficient of determination test is the Adjusted R-Square value of 0.429. This means that the ability of the price perception variable (X₁), promotion (X₂), brand image (X₃), and consumer satisfaction (X₄) to explain consumer loyalty is only 42.9%. In comparison, the remaining 57.1% is explained by other variables not used in the analysis. This research includes product quality consumer behavior.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hesti Mayasari
AU  - Amisrawati Amisrawati
AU  - Hafrizal Okta ade Putra
AU  - Ares Albirru Amsal
PY  - 2024
DA  - 2024/01/10
TI  - Analysis of Consumer Loyalty to Creative Economic Products in Padang City
BT  - Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
PB  - Atlantis Press
SP  - 331
EP  - 338
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-350-4_32
DO  - 10.2991/978-94-6463-350-4_32
ID  - Mayasari2024
ER  -