PENGARUH TINGKATAN PRODUK TERHADAP LOYALITAS PELANGGAN

THE EFFECT OF PRODUCT LEVEL ON CUSTOMER LOYALTY

Abstract

The purpose study is  to reveal the affect of  core benefit, basic product, expected product, augmented product and potential product  on the costumer loyalty both simultaneusly and partially. Study is belong to  quantitative research where data collection used survey method and  questionnaires is the instrument for data gathering. Samples consist of  100 unit. Analysis tool uses   multiple regression analysis. The results showed  that 1) core benefit, basic product, expected product, augmented product and potential product simultaneously affect  costomer loyalty. Furthermore,  partially  those variables have significant affect too.

Keywords: Core benefit, basic product, expected product, augmented product and potential product and  costumer loyalty