Loyalitas Generasi Milenial Terhadap Teh Gelas
Millenial Generation Loyalty to Teh Gelas
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh citra merek dan kualitas produk terhadap loyalitas konsumen melalui kepuasan konsumen Teh Gelas varian botol. Menggunakan kuesioner dengan 100 responden yang dipilih melalui purposive sampling dan analisis SEM PLS. Hasil penelitian menunjukkan bahwa citra merek memengaruhi kepuasan, sementara kualitas produk tidak. Citra merek dan kualitas produk berpengaruh terhadap loyalitas, namun kepuasan tidak memengaruhi loyalitas. Selain itu, citra merek dan kualitas produk tidak memengaruhi loyalitas melalui kepuasan konsumen.
This study aims to analyze the effect of brand image and product quality on consumer loyalty through customer satisfaction of Teh Gelas bottled variant. Using a questionnaire with 100 respondents selected through purposive sampling and SEM PLS analysis, the results show that brand image affects satisfaction, while product quality does not. Both brand image and product quality influence loyalty, but satisfaction does not affect loyalty. Additionally, brand image and product quality do not influence loyalty through customer satisfaction.
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