PENGARUH KUALITAS PRODUK DAN EKUITAS MEREK TERHADAP LOYALITAS PELANGGAN PT. LOTTE INDONESIA

he food and beverage industry is growing rapidly, the demands implementing parties of to improve quality their services. With good service, it hoped that satisfaction will be achieved. Therefore, necessary analyze resulting quality. The or a product lead satisfaction. PT. Lotte Indonesia company engaged in supervision snacks well known by people Indonesia, especially Greater Jakarta area. sample used this study were 80 customers. analysis includes descriptive techniques describe object research, how profile describes tabulation results, technique inferential statistical carried out using Multiple Linear Regression Analysis. Analysis useful estimating value dependent variable more than one independent help computer tools through IBM SPSS 21 program. Simultaneously, variables brand equity have significant positive effect on customer loyalty. This evidenced F-count (F-Statistics) 5.860 with significance level (probability number) 0.032 <0.05. while F-Table df1 = 2 df2 7 at 0.05 4.74, thus F-Calculate (5,860) > (4.74) means all jointly variable, so can concluded there influence loyalty (xylitol). While partially has negative Because from results been out, namely tcount -0.463 < ttable 2.6403, not area ??acceptance Ho (accepted), no 95% confidence level.