PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA TERHADAP LOYALITAS (STUDI PADA KONSUMEN PENGGUNA LAPTOP LENOVO DI KOTA SEMARANG)

Abstract

The study's overarching goal is to learn more about the ways in which product attributes, brand image, and marketing influence customers' choices to buy and remain loyal to Lenovo laptops in Semarang. Users of Lenovo laptops in Semarang who are at least 17 years old make up the sample population. The author conducted a survey using a purposeful selection of 100 participants. Product quality, brand image, and promotion are the independent factors, whereas consumer buying behaviour and brand loyalty are the dependent variables. The findings of this research suggest that consumers are influenced favourably and substantially by product quality and brand image, but are unaffected by promotions. Meanwhile, spending habits have a significant and beneficial effect on customer loyalty.