%A Ramadhani A. Hayat Zulha, SE., B.sc
%T Analysis of The Influence of Product Differentiation and Advertisement Promotion on Consumer Loyalty Macbeth Shoes in Lampung University
(Study on Students of FISIP)
%X The purpose this research is to know and describe the influence of product differentiation and promotion Advertising Macbeth shoe of consumer loyalty. Type of research is that research is explanatory research. The population in this research is FISIP Lampung University students of who use the product Macbeth shoes with a sample of fourty responder people. Techniques of data collection using questionnaires with Likert scale.
Calculation results obtained by t test hypotheses through t arithmetic for variable differentiation where t is smaller than t table, so that Ho accepted and Ha rejected. Then indicated that in partial differentiation does not significantly influential of consumer loyalty. Calculation results obtained by t test hypotheses through to the variable t where t is greater than t table, so that Ho is rejected and Ha accepted. Then indicated that in partial ad campaigns influence customer loyalty.
To be able to maintain consumer product Macbeth shoes should improve and enhance product innovation, in particular for footwear products, to be able to give differentiation against its products in terms of uniqueness and innovative in combining logos, designs, and models in its products. So it can boost the popularity of Macbeth and creates associations that give the impression of pride products in minds of consumers when using the product.
%C FAKULTAS SOSIAL DAN PIOLITIK
%D 2014
%I UNIVERSITAS LAMPUNG
%L eprints1889