Pengaruh Citra Merek, Kualitas Produk, dan Harga Terhadap Loyalitas Generasi Z Pengguna Eiger di Bojonegoro
DOI:
https://doi.org/10.55123/mamen.v5i3.8054Keywords:
Brand Image, Product Quality, Price, Consumer Loyalty, Generation Z, EigerAbstract
This study aims to examine the influence of brand image, product quality, and price on the loyalty of Generation Z consumers using Eiger products in Bojonegoro. The research applies a quantitative approach using a survey method involving 100 respondents who have previously purchased and used Eiger products. Primary data were collected through questionnaires distributed to respondents and then analyzed using multiple linear regression analysis. The findings reveal that brand image, product quality, and price simultaneously have a positive and significant effect on consumer loyalty. Partially, product quality shows the most dominant influence on loyalty, followed by brand image and price. These results indicate that Generation Z consumers tend to prioritize product durability, design, functionality, and overall quality when deciding to repurchase Eiger products. In addition, a strong brand image and competitive pricing also contribute significantly to maintaining customer loyalty. Therefore, improving product quality, strengthening brand perception, and setting prices that match consumer expectations are considered important strategic steps for increasing long-term loyalty among Generation Z consumers in Bojonegoro.
Downloads
References
Aaker, D. A. (2021). Managing brand equity: Capitalizing on the value of a brand name. Free Press.
Aziz, M. B. A., & Hidayat, N. N. (2021). Pengaruh Citra Merek (Brand Image) dan Desain Produk (Design Product) Terhadap Loyalitas Pelanggan (Costumer Loyalty) Pengguna Produk Tas Eiger di Kalangan Followers Instagram Eiger. Angewandte Chemie International Edition, 6(11), 951–952., (April 2023), 2023–2023.
Deby Gunawan, & Romauli Nainggolan. (2024). The Effect of Product Quality and Price on Customer Loyalty Through Customer Satisfaction at Uniqlo Surabaya. Jurnal Entrepreneur Dan Entrepreneurship, 13(1), 39–52. https://doi.org/10.37715/jee.v13i1.4379
Dariati, A. M. (2025). Brand image and product quality: Drivers of urban Gen Z consumer purchasing decisions. Finest: Jurnal Riset dan Pengembangan Ekonomi Islam, 9(1), 15–28.
Falah, N. R., & Budiarti, A. (2022). Pengaruh Kualitas Pelayanan Dan Kualitas Produk Terhadap Loyalitas Konsumen. Ecopreneur.12, 5(1), 1. https://doi.org/10.51804/econ12.v5i1.1696
Ghozali, I. (2021). Aplikasi ANALISIS MULTIVARIATE Dengan Program IBM SPSS 26 (A. H. S (ed.)). Badan Penwrbit Universitas Diponegoro.
Heriyati, P., Bismo, A., & Erwinta, M. (2024). Jakarta’s Generation Z and local fashion industry: Unveiling the impact of brand image and perceived quality. Binus Business Review, 15(1), 69–77.
Hamdani, D. S., Andriana, Z. R. M., Sugiana, N. S., & Sulastri, T. (2025). The influence of price and product quality on purchasing decisions of Eiger products. Jurnal Komputer Bisnis, 18(1), 116–124.
Kotler, P., & Armstrong, G. (2022). Principles of marketing (18th ed.). Pearson.
Kotler, P., & Keller, K. L. (2023). Marketing management (15th ed.). Pearson
Liman, C. N., & Ekawati, S. (2025). Determinants of brand loyalty: A study of Gen Z in Jakarta. International Journal of Application on Economics and Business, 3(3), 1302–1310.
Lisdianah, U., & Abdurrahman. (2025). Pengaruh brand experience terhadap repurchase intention dengan mediasi brand loyalty pada brand fashion di kalangan Gen Z. J-CEKI: Jurnal Cendekia Ilmiah, 5(1), 112–126.
Rabbani, M. F. (2025). Pengaruh brand love dan brand image terhadap customer loyalty konsumen Eiger Adventure. Management Insight: Jurnal Ilmiah Manajemen.
Rafiqi, F., & Gunawan, T. (2024). Pengaruh service quality dan online marketing terhadap customer loyalty dan repurchase intention pada brand Eiger. Economic Reviews Journal, 3(3), 968–978.
Rohman, A. R. A., & Santosa, A. B. (2024). Kualitas produk, citra merek, dan keputusan pembelian produk Eiger. JOMB, 6(3).
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif dan R &Metode Penelitian Kuantitatif, Kualitatif Dan R & D.Bandung:Alfabeta. In Bandung:Alfabeta. ALFABETA, CV.
Suwandi, D. S., & Balqiah, T. E. (2023). Factors increasing loyalty of local cosmetic brands: A study on Generation Z in Indonesia. Binus Business Review, 14(3), 285–296
Syakurani, A. A., & Liliyan, A. (2025). Pengaruh citra merek, kualitas produk, dan harga terhadap keputusan pembelian Gen Z pada produk Jiniso. Gemilang: Jurnal Manajemen dan Akuntansi, 6(1), 87–99.
Tjiptono, F. (2021). Strategi pemasaran (5th ed.). Andi.
Wan Nawang, W. R. (2024). Gen Z’s loyalty unpacked: The interplay of brand image, service quality, and price on satisfaction and trust. Global Business Management Review, 16(2), 43–68.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 M.Fatkhur Roziq, Martha Laila Arisandra
This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak cipta pada setiap artikel adalah milik penulis.
Penulis mengakui bahwa MAMEN (Jurnal Manajemen) sebagai publisher yang mempublikasikan pertama kali dengan lisensi
Creative Commons Attribution 4.0 International License.
Penulis dapat memasukan tulisan secara terpisah, mengatur distribusi non-ekskulif dari naskah yang telah terbit di jurnal ini kedalam versi yang lain, seperti: dikirim ke respository institusi penulis, publikasi kedalam buku, dan lain-lain. Dengan mengakui bahwa naskah telah terbit pertama kali pada MAMEN (Jurnal Manajemen).
