ANALYSIS OF PRODUCT QUALITY, SERVICE QUALITY AND BRAND IMAGE TO CUSTOMER LOYALTY AT TUPPERWARE MANADO

Abstract

The need for household products that are safe and good quality to store food and water, are needed by the consumer especially the mothers. This is open opportunities for companies to develop their businesses by create household products with new innovations. The research objective is to determine the effect of product quality, service quality and brand image simultaneously and partially on consumer loyalty or tupperware product in Manado. The research sample is 98 people based on calculations using Slovin formula, data collection is done by distributing questionnaires to the respondents. The analysis tool used is multiple linear regression. Hypothesis testing using the F test and T test. Result shows that simultaneously product qualiy, service quality, and brand image effect on consumer loyalty. Partially, product quality and service quality are have significant effect on consumer loyaty while brand image partially doesn’t have significant effect on customer loyalty. Based on have result management PT. Mega Mutiara Kawanua should pay attention to product quality, and service quality that have significant effect to customer loyalty.

Keywords: product quality,  service quality,  brand image,  customer loyalty