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Abstract
This study aims to determine the role of product variation on consumer loyalty Bedukmutu. Bedukmutu is an abbreviation of buying quality Muhammadiyah products. Bedukmutu is an online buying and selling tool that was developed in UMY to sell products from UMY residents. The main objective of Bedukmutu is to manage the economic potential of Muhammadiyah citizens. In this study, of the five variables studied, namely: online systems, admin services, product quality, product variations, and product prices, it will be seen which influences consumers' loyalty significantly. The sample was taken using cluster sampling method with a total sample of 100 people taken from 757 lecturers and employees of all faculties and bureaus in UMY. The data analysis that was carried out was regression analysis using SPSS 20.0. The results of this study, among the five variables, which significantly influence consumer loyalty is product variation, and the regression line equation
Y = 0.936 + 0.347 X4 is obtained.