Daya Tarik Terhadap Kosmetik Merek Emina

This study aims to determine and analyze a variable in product quality (X1) and price (X2) on customer loyalty (Y). This research was conducted by survey method using primary data obtained through questionnaires. The population in this study were students of the Muhammadiyah University of Surakarta. The number of samples taken in this study were 100 respondents. Data analysis techniques used validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, determination coefficient test (R2), F test, regression coefficient, and T test. Tests were carried out with the help of SPSS version 20.0 software. The results of data processing obtained that the results of the regression equation are Y = 5.745 + 0.554 X1 + 0.075 X2, indicating product quality (X1) 0.554 and price (X2) 0.075 and obtained a correlation coefficient of 0.532 or 53.2% and a coefficient of determination of 0.283 or 28.3%. The results of simultaneous hypothesis testing (Test F) with the acquisition of Fcount 19,109, with Ftable 2.70, and the value of sig 0,000 so as to prove the variable quality of products and prices simultaneously or jointly affect customer loyalty. The results of hypothesis testing (T Test) note that product quality with the acquisition of tcount 4.417 with ttable 1.984, or a significance probability value of 0.000 thus proving that there is a significant influence between product quality variables on customer loyalty. Whereas in the price variable with the acquisition of tcount 0.672 with ttable 1.984, or a significance probability value of 0.503, it proves that there is no significant influence between the price variable on customer loyalty. The results of the hypothesis testing are dominantly known that product quality is the most influential variable on customer loyalty with the acquisition of the standardized regression coefficient (Standardized Coefficients) of 0.483 greater than the price variable of 0.074