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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