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Analysis of Consumer Loyalty to Creative Economic Products in Padang City

In: Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)

Author

Listed:
  • Hesti Mayasari

    (Tamansiswa University, Department of Management Literature, Faculty of Economic and Business)

  • Amisrawati Amisrawati

    (Tamansiswa University, Department of Management Literature, Faculty of Economic and Business)

  • Hafrizal Okta ade Putra

    (Tamansiswa University, Department of Management Literature, Faculty of Economic and Business)

  • Ares Albirru Amsal

    (Universitas Andalas, Kampus Limau Manis, Department of Management, Faculty of Economic and Business)

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

Suggested Citation

  • Hesti Mayasari & Amisrawati Amisrawati & Hafrizal Okta ade Putra & Ares Albirru Amsal, 2023. "Analysis of Consumer Loyalty to Creative Economic Products in Padang City," Advances in Economics, Business and Management Research, in: Donard Games & Maruf (ed.), Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022), pages 331-338, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-350-4_32
    DOI: 10.2991/978-94-6463-350-4_32
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