Pengaruh Harga dan Kualitas Produk Terhadap Loyalitas Mitra dengan Citra Merek Sebagai Variabel Intervening Pada UMKM Mulia Roastery Di Kota Metro

Abstract

​The aim of this research is to determine whether there is an influence of price and product quality on partner loyalty with brand image as an intervening variable at Umkm Mulia Roastery. The coffee business is a business that can grow rapidly and compete with competitors if it is run with guidelines on price, product quality and brand image. This product creates loyalty to Umkm Mulia Roastery. This research uses quantitative research, the sample in this research is 30 partners. Data collection techniques use questionnaires, with data analysis using Validity Test, Reliability Test, Normality Test, Linearity Test, Homogeneity Test, and Path Analysis Test. By using the data processing program SPSS version 22. The research results show that Product Price and Quality through Brand Image are Intervening Variables for Partner Loyalty at Umkm Mulia Roastery