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ABSTRAK
Penelitian ini bertujuan untuk menganalisis Peningkatan Loyalitas
Pelanggan melalui Word of Mouth (WOM), Kualitas Produk, Desain Produk, dan
Citra Merk pada Perusahaan Tenun “Hidayah” Troso Kabupaten Jepara.
Pembahasan pentingnya yaitu Word of Mouth (WOM), Kualitas Produk, Desain
Produk, dan Citra Merk untuk meningkatkan Loyalitas Pelanggan terhadap
pembelian kain tenun troso jepara. Meskipun banyak faktor – faktor lain yang
mempengaruhi loyalitas pelanggan, penelitian ini hanya membahas tentang Word
of Mouth (WOM), Kualitas Produk, Desain Produk dan Citra Merk. Data di
peroleh dari 100 orang responden dengan penyebaran kuesioner kepada pelanggan
Perusahaan Tenun “Hidayah” Troso Jepara. Analisis data dilakukan dengan
menggunakan regresi linier berganda menunjukan bahwa Loyalitas Pelanggan di
Perusahaan Tenun “Hidayah” Troso Jepara dapat ditingkatkan dengan
memperhatikan Word of Mouth (WOM), Kualitas Produk, Desain Produk, dan
Citra Merk.
Kata Kunci : Loyalitas Pelanggan, Word of Mouth (WOM), Kualitas Produk,
Desain Produk, dan Citra Merk
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ABSTRACT
This study aimed to analyze the Increased Customer Loyalty through Word
of Mouth (WOM), Product Quality, Product Design, and Brand Image on
Weaving Company "Hidayah" Troso Jepara regency. Discussion on the
importance of that Word of Mouth (WOM), Product Quality, Product Design, and
Brand Image to increase Customer Loyalty towards the purchase of woven fabric
troso Jepara. Although many factors - other factors that affect customer loyalty,
this study only discusses Word of Mouth (WOM), Quality Products, Product
Design and Brand Image. Data was obtained from 100 respondents to the
questionnaire distributed to customers Weaving Company "Hidayah" Troso
Jepara. The data were analyzed using multiple linear regression showed that the
Customer Loyalty in Weaving Company "Hidayah" Troso Jepara can be improved
by taking into account Word of Mouth (WOM), Product Quality, Product Design,
and Brand Image.
Keywords: Customer Loyalty, Word of Mouth (WOM), Product Quality, Product
Design, and Brand Image