Pengaruh Karakteristik Produk dan Penetapan Harga Terhadap Citra Merek dan Loyalitas Pelanggan Teh Celup Merek Walini (Survei di Pengecer Superindo di Daerah Kopo)

Komoditi teh merupakan komoditi yang penting di propinsi Jawa Barat, selain mempunyai budaya minum teh, komoditi teh juga memberi kesempatan kerja bagi penduduknya. Akan tetapi kualitas yang baik dari teh Jawa Barat tidak mampu membendung impor teh dari negara penghasil teh lainnya. Dalam penelitian ini diteliti Karacteristik produk teh celup Walini (X1), Penetapan Harga (X2), sebagai Variabel independen, Citra merek (Y) sebagai variabel intermidier, dan Loyalitas pelanggan (Z) sebagai variabel tergantung, Data-data hasil penilitian diolah dengan SPSS 20 dengan metoda Analisa Jalur. Dan penelitian ini dilakukan kepada konsumen teh hitam celup di pengecer Supeindo di daerah Kopo. Hasil penelitian menunjukkan bahwa: Pengaruh Karakteristik produk dan Penetapan harga terhadap Citra merek adalah : Y = 0,445X1 +0,261X2+ 0,609(ε), Sedangkan pengaruh Karakteristik pruduk, Penetapan harga, dan Citra merek terhadap Loyalitas konsumen adalah : Z = 0,372X1 �0,223X2 +0,293Y+0,444 (ε). Dapat disimpulkan, bahwa; karakteristik produk, penetapan harga dan citra merk secara simultan berpengaruh secara signifikan terhadap loyalitas pelanggan Teh Walini.

Tea commodity is a important matter in West Java Province, in relation to tea drinking culture, as well as the tea commodity also give job opportunity to people in this area. The problems are a good quality of West Java Tea, could not able to protect itself from imported - tea from foreign country. The objective of this research is to observed the effect of product characteristic of Walini�s black tea bag (X1), Price decision (X2), as a dependent variable, Brand image (Y), as a intermediary variable, to Consumers loyalty (Z) as dependent variable. Data were taken from respondent, who bought Walini�s black tea back at Superindo Retailer in Kopo Area, and then data computed by SPSS 20, by using Path Analysis method. The research result indicated that: The influence of product characteristics and price decision, to Brand image, as follows : Y = 0,445X1 +0,261X2+ 0,609(ε), and subsquently the influence of product charateristics, price decision, brand image, to the Consumers loyalty are as follow : Z = 0,372X1 �0,223X2 +0,293Y+0,444 (ε). Conclusion is, the effect of product charateristics, price decision, and brand image, are signicantly effected to the Consumer loyalty.