“PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS PELANGGAN (STUDI PADA MAHASISWA UNIVERSITAS...

7/31/2019 PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS PELANGGAN (STUDI PADA MAHASISWA UNIVERSI

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ojljh|`he oh~ht gi|yaj`he ~i|y{hbhhe ti|{ilyt%

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thlif 8%8 ojhth{% Em`jh bh|y{ giqh{~hohj bhf jty& `h|ieh [mez I|jk{{me zhea

tiy{ `me{j{tie gieig~if Em`jh oieahe gieig~htj y|ythe ì < oj ; thbye

ti|h`bj| lj{h {hdh gi|ilyt ~m{j{j Em`jh {ilhahj gh|ìt fihoi|dj`h ~iey|yehe

{`m| LS ti|y{ ojhfhgj mfib Em`jh% Dheahe {hg~hj Em`jh dheahe {hg~hj Em`jh

gieaj`ytj [jigie{ zhea oh~ht `jth fjbht ti|y{ gieahfhgj ~iey|yehe {`m| LS

oh|j thbye oh|j >1 ì >2 ohe ~hoh h`bj|ezh bh|y{ ti|ahetj`he mfib FA

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lj{h tyglhea {i{hht% [i`yht h~h~ye gi|i` {yhty ~|moy`{j oj ~h{h| ohe {idhyb

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fieahb% @itj`h ~m{j{j oj~i|thbhe`he {iìoh|ezh& "hthy lhb`he tjoh` ojfjbht

y{hbh h~hye yety` gig~i|thbhe`he*& {yhty {hht ìyeaayfhe gi|i` h`he

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[ifi|h `me{ygie {ifhfy li|ylhb ohfhg gieaayeh`he {yhty ~|moy`%

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`me{ygie ghbh{j{qh gh~ye `me{ygie ~hoh ygygezh% Li|oh{h|`he fhth|

lifh`hea oj hth{& gh`h dyoyf ~ieifjtjhe jej zhjty4

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8%


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8%?%Ghechht ieifjtjhe

Bh{jf oh|j ~ieifjtjhe jej ojbh|h~`he oh~ht gigli|j`he ghechht lhaj

li|lhahj ~jbh` zhea li| i~ietjeahe& heth|h fhje 4

8% Lhaj ~|moy{ie

Bh{jf ~ieifjtjhe jej ojbh|h~`he oh~ht li|ghechht lhaj ~ifh`y lj{ej{

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ti~ht ojheth|h `ithtezh ~i|{hjeahe%


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gi|y~h`he jetj oh|j {j{tig ~igh{h|he ~i|y{hbhhe zhjty 4 ~|moy`&

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o% ^|mgmtjme "^|mgm{j*

^|mgm{j h|tjezh h`tjsjth{ giea`mgyej`h{j`he ìyeaayfhe

~|moy` {i|th giglydy` me{ygie {h{h|he yety` giglifjezh%

i% îm~fi "M|hea*

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m|jietio ohe ky{tmgi| m|jietio {i|th ~ieaayeh oh~ht

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O% î|jfh`y @me{ygie

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gieoh~ht`he ohe gieaayeh`he lh|hea'lh|hea ohe dh{h'dh{h& ti|gh{y`

ojohfhgezh ~|m{i{ ~ieahgljfhe ì~yty{he ~hoh ~i|{jh~he ohe

~ieietyhe ìajtheh'ìajhthe ti|{ilyt "Bhej ohe [qh{th& >>48>*%

îeai|tjhe ~i|jfh`y `me{ygie jej {i|jea ojhky`he oieahe

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~iglifjhe jty gieaheoyea oyh ~ieai|tjhe& zhea ~i|thgh hohfhb ljfh

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ìajhthe jeojsjoy {ikh|h fhea{yea ti|fjbht ohfhg ~i|ty`h|he yhea oieahe

lh|hea'lh|hea ohe dh{h'dh{h {i|th ohfhg ~|m{i{ ~ieahgljfhe ì~yty{he

zhea gieiety`he ìajhthe ~i|ty`h|he jty% îeai|tjhe ìoyh& gig~yezhj

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ojlheojeah`he ~i|jfh`y `me{ygie "Bhej ohe [qh{th& >>488*%

Ch`tm|'ch`tm| zhea gig~ieah|ybj ~i|jfh`y `me{ygie "@mtfi|

ohe Hg{t|mea& >848:3* hohfhb4

8% Ch`tm| @ilyohzhhe

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~hfjea ohfhg ti|bhoh~ ~i|jfh`y me{ygie% îgh{h| bh|y{ gighbhgj

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~iglifj%

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~i|jfh`y {i{im|hea%

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k% @ifh{ {m{jhf hohfhb {y{yehe zhea |ifhtjsi ~i|gheie ohe ti|hty|

ohfhg {yhty gh{zh|h`ht zhea heaamthezh gig~yezhj ejfhj&

gjeht& ohe ~i|jfh`y zhea {hgh%


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{i{im|hea zhea li|ohg~h` ~hoh ~i|jfh`y ohe ahzh bjoy~

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99

{ilhezh` 8; m|hea "?;)*% Bhf jej ti|dhoj `h|ieh ~m~yfh{j hogjej{t|h{j

lj{ej{ hea`hthe >: filjb lhezh` zhea li|diej{ `ifhgje ~i|ig~yhe%

;%8% 8>>)[ygli| 4 Ohth ~|jgi| 88 zhea ojmfhb

Li|oh{h|`he thlif ;%< gieyedy``he {ilhajhe li{h| |i{~meoie

hohfhb li|y{jh heth|h 82 8: thbye {ilhezh` 89 m|hea "9>)*& li|y{jh

heth|h )*% Bhf jej gieyedy``he lhbqh ~m~yfh{j

hogjej{t|h{j lj{ej{ hea`hthe >: zhea giedhoj |i{~meoie filjb lhezh`

zhea li|y{jh heth|h 82 8: thbye%

;%


74/106

93

`yi{jmei|% Dygfhb |i{~meoie hohfhb {ilhezh` ;> m|hea% Oh{h|

~i|tjglheahe yety` gieaithbyj shfjo tjohèzh `yi{jmei| hohfhb oieahe

gifjbht | bjtyea% Jtig `yi{jmei| oj`hth`he shfjo dj`h | bjtyea filjb li{h|

oh|j | thlif% Ejfhj | thlif yety` ~ieifjtjhe jej hohfhb | thlif oieahe oc 7 e''< 7 &;1?% Hoh oyh sh|jhlif jeoi~ieoie ohe

{hty sh|jhlif oi~ieoie zhea ojayeh`he ohfhg ~ieifjtjhe jej% Sh|jhlif

ti|{ilyt hohfhb 4

8% Sh|jhlif jeoi~ieoie 8 "R8* hohfhb ~|moy` jeoj`htm| zhea ojayeh`he

yety` giezy{ye `yi{jmei| hohfhb 4

h* oi{hje ~|moy`

l* {jezhf

k* ch{jfjth{ ohe cjty|

o* |hahg ~jfjbhe qh|eh

i* ejfhj ~y|eh dyhf

c* ohzh thbhe

a* ìti|{iojhhe {y`y khohea

b* ìdi|ejbhe {yh|h zhea ojbh{jf`he mfib bheo~bmei Em`jh%

@h|ieh hoh {igljfhe jeoj`htm| zhea ojfjbht& gh`h hoh {igljfhe

~i|ezhthhe ohfhg `yi{jmei| gieaiehj ~|moy`% Oh|j bh{jf mfhb ohth

ojoh~ht`he bh{jf zhea ti|hea`yg ohfhg thlif ;%; oj lhqhb jej 4


75/106

91

_hlif ;%;

\jea`h{he Bh{jf iea`y|he Shfjojth{ Jtig @yi{jmei|

^hoh i|thezhhe Gieaiehj |moy` "R8*

Lytj| \ bjtyea \ thlif @iti|heahe

8 >&313 >&;1? Shfjo

< >&2;> >&;1? Shfjo

; >&1:> >&;1? Shfjo

? >&329 >&;1? Shfjo

9 >&1?8 >&;1? Shfjo

3 >&2;> >&;1? Shfjo

1 >&138 >&;1? Shfjo

2 >&283 >&;1? Shfjo

: >&28: >&;1? Shfjo


Bh{jf oj thlif ;%; gieyedy``he lhbqh {igyh lytj| ~i|thezhhe

gieaiehj ~|moy` "R8* zhea {ilhezh` : ~i|thezhhe hohfhb shfjo `h|ieh

gieyedy``he bh{jf | bjtyea zhea filjb li{h| oh|j | thlif& h|tjezh {igyh

lytj| ~i|thezhhe oh~ht ojayeh`he {ilhahj je{t|ygiet ~ieifjtjhe%


76/106

92

@h|ieh hoh ig~ht jeoj`htm| zhea ojfjbht& gh`h hoh ig~ht ~i|ezhthhe

ohfhg `yi{jmei| gieaiehj bh|ah% Oh|j bh{jf mfhb ohth ojoh~ht`he bh{jf

zhea ti|hea`yg ohfhg thlif ;%? oj lhqhb jej 4

_hlif ;%?


^hoh i|thezhhe Gieaiehj Bh|ah "R&199 >&;1? Shfjo

< >&19< >&;1? Shfjo

; >&291 >&;1? Shfjo

? >&1;? >&;1? Shfjo

[ygli| 4 Ohth ~|jgi| zhea ojmfhb

Bh{jf oj thlif ;%? gieyedy``he lhbqh {igyh lytj| ~i|thezhhe gieaiehj

bh|ah "R


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9:

i* gieki|jth`he `iyeaayfhe Em`jh `i~hoh m|hea fhje

c* giedhoj`he bheo~bmei gi|i` Em`jh {ilhahj ~jfjbhe ythgh%

@h|ieh hoh iehg jeoj`htm| zhea ojfjbht& gh`h hoh iehg ~i|thezhhe

ohfhg `yi{jmei| gieaiehj fmzhfjth{ ~ifheaahe% Oh|j bh{jf mfhb ohth

ojoh~ht`he bh{jf zhea ti|hea`yg ohfhg thlif ;%9 oj lhqhb jej

_hlif ;%9


^hoh i|thezhhe Gieaiehj Fmzhfjth{ "Z*

Lytj| \ bjtyea \ thlif @iti|heahe

8 >&31< >&;1? Shfjo

< >&139 >&;1? Shfjo

; >&239 >&;1? Shfjo

? >&239 >&;1? Shfjo

9 >&2 >&;1? Shfjo

3 >&:>1 >&;1? Shfjo


Bh{jf oj thlif ;%9 gieyedy``he lhbqh {igyh lytj| ~i|thezhhe

gieaiehj Fmzhfjth{ ~ifheaahe "Z* zhea {ilhezh` 3 ~i|thezhhe hohfhb

shfjo `h|ieh gieyedy``he bh{jf | bjtyea zhea filjb li{h| oh|j | thlif&

h|tjezh {igyh lytj| ~i|thezhhe oh~ht ojayeh`he {ilhahj je{t|ygiet

~ieifjtjhe%


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3>

;%&12> >&3>> \ifjhlif

R< >&2>1 >&3>> \ifjhlif

Z >&2>< >&3>> \ifjhlif


Bh{jf oj thlif ;%3 gieyedy``he lhbqh {igyh lytj| ~i|thezhhe

gieaiehj ^|moy` "R8*& bh|ah "R


79/106

38

sh|jhlif'sh|jhlif zhea hoh% î|bjtyeahe gh{jea'gh{jea jtig yety` gh{jea'

gh{jea sh|jhlif ofh`y`he oieahe kh|h gieiety`he ti|filjb ohbyfy filh|

jeti|shf {`m|& oieahe kh|h gieabjtyea {`m| ti|tjeaaj ohe ti|ieohb oh|j lytj|'

lytj| ~i|ezhthhe% Gh{jea'gh{jea sh|jhlif jej gigjfj`j {`m| ti|tjeaaj tjh~

~i|thezhhe 9 ohe ti|ieohb 8& ìgyojhe oh~ht ojìthbyj |ethea ejfhj gh{jea'

gh{jea jtig yety` `htiam|j tjh~ diedhea& zhjty {`m| ti|tjeaaj oj`y|heaj {`m|

ti|ieohb ìgyojhe ojlhaj tjea`hthe ~iglhajhe ìfh{ jeti|shf zhea

ojbh|h~`he% î|bjtyeaheezh hohfhb {ilhahj li|j`yt 4

Jeti|shf 7

7

7 >&2>

[ibjeaah oj{t|jly{j `|jti|jh gh{jea'gh{jea jeoj`htm| hohfhb4

8% Dhqhlhe 8&>> 8&2> ti|gh{y` `htiam|j ~iejfhjhe {heaht |ieohb hthy

{heaht tjoh` {itydy

ti|gh{y` `htiam|j ~iejfhjhe {heaht tjeaaj hthy {heaht

{itydy%

Li|j`yt jej hohfhb bh{jf theaah~he |i{~meoie ti|bhoh~ sh|jhlif'

sh|jhlif zhea ojayeh`he ohfhg ~iejfjtjhe jej4


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3)*

giezhth`he {heaht tjoh` {itydy& ? m|hea "8;)* giezhth`he tjoh` {itydy&

8 m|hea ";)* giezhth`he eit|hf& 8: m|hea "3;)* giezhth`he {itydy ohe

; m|hea "8>)* giezhth`he {heaht {itydy% \hth |hth jtig {ili{h| ;&9>

gieyedy``he lhbqh ~iejfhjhe |i{~meoie ti|gh{y` ohfhg ~iejfhe tjeaaj%

Bhf jej li|h|tj bheo~bmei Em`jh gighea gigjfj`j oi{hje ~|moy` zhea

gieh|j`%


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3;

_hlif ;%2

_heaah~he |i{~meoie ti|bhoh~ ~i|ezhthhe lhbqh {jezhf

bheo~bmei gi|i` Em`jh {heaht yht

Em Dhqhlhe [`m| C ) "C r E*

8 [heaht {itydy 9 3 ) ;>

< [itydy ? 81 91) 32

; Eit|hf ; < 1) 3

? _joh` {itydy < 8 ;) 8>>) 88>

\hth'|hth ;%31


Li|oh{h|`he thlif ;%2 oj hth{ oh~ht oj`ithbyj lhbqh ? m|hea "8;)*

giezhth`he {heaht tjoh` {itydy& 8 m|hea ";)* giezhth`he tjoh` {itydy& ) 3>

; Eit|hf ; > >) >? _joh` {itydy < 8 ;) 8>>) 8>2

\hth'|hth ;%3>



82/106

3?

Li|oh{h|`he thlif ;%: oj hth{ oh~ht ojìthbyj lhbqh 3 m|hea ")*

giezhth`he {heaht tjoh` {itydy& 8 m|hea ";)* giezhth`he tjoh` {itydy& >

m|hea ">)* giezhth`he eit|hf& 89 m|hea "9>)* giezhth`he {itydy ohe 2

m|hea "


Bhf jej li|h|tj giey|yt |i{~meoie cjty|-ch{jfjth{ zhea hoh oj bheo~bmei

Em`jh gighea gieaj`ytj ~i|ìglheahe tièmfmaj%

_hlif ;%8>

_heaah~he |i{~meoie ti|bhoh~ ~i|ezhthhe lhbqh bheo~bmei

gi|i` Em`jh gigjfj`j |hahg qh|eh zhea gieh|j`


8 [heaht {itydy 9 1 8>>) 8>?

\hth'|hth ;%?1


Li|oh{h|`he thlif ;%8> oj hth{ oh~ht ojìthbyj lhbqh 3 m|hea ")*

giezhth`he {heaht tjoh` {itydy& < m|hea "1)* giezhth`he tjoh` {itydy& 8

m|hea ";)* giezhth`he eit|hf& 8? m|hea "?1)* giezhth`he {itydy ohe 1

m|hea "


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39

_hlif ;%88

_heaah~he |i{~meoie ti|bhoh~ ~i|ezhthhe lhbqh ejfhj dyhf

{ikmeobheo~bmei gi|i` Em`jh tjeaaj


8 [heaht {itydy 9 9 81) ) ?2

; Eit|hf ; ? 8;) 8 8>>) :2

\hth'|hth ;%)* giezhth`he {itydy ohe

9 m|hea "81)* giezhth`he {heaht {itydy% \hth |hth jtig {ili{h| ;&


84/106

33

Li|oh{h|`he thlif ;%8< oj hth{ oh~ht oj`ithbyj lhbqh 9 m|hea "81)*

giezhth`he {heaht tjoh` {itydy& > m|hea ">)* giezhth`he tjoh` {itydy& )* giezhth`he {itydy ohe 9

m|hea "81)* giezhth`he {heaht {itydy% \hth |hth jtig {ili{h| ;&3>


Bhf jej li|h|tj giey|yt |i{~meoie ohzh thbhe bheo~bmei Em`jh lhj`%

_hlif ;%8;

_heaah~he |i{~meoie ti|bhoh~ ~i|ezhthhe lhbqh {y`y

khohea bheo~bmei gi|i` Em`jh gyohb ojtigy`he


8 [heaht {itydy 9 9 81) ) 1 >) >

? _joh` {itydy < < 1) ?

9 [heaht _joh` {itydy 8 9 81) 9

Dygfhb ;> 8>>) 8>3

\hth'|hth ;%9;


Li|oh{h|`he thlif ;%8; oj hth{ oh~ht oj`ithbyj lhbqh 9 m|hea "81)*

giezhth`he {heaht tjoh` {itydy& < m|hea "1)* giezhth`he tjoh` {itydy& >

m|hea ">)* giezhth`he eit|hf& 82 m|hea "3>)* giezhth`he {itydy ohe 9

m|hea "81)* giezhth`he {heaht {itydy% \hth |hth jtig {ili{h| ;&9;


Bhf jej li|h|tj giey|yt |i{~meoie {y`y khohea bheo~bmei Em`jh gyohb

ojtigy`he%


85/106

31

_hlif ;%8?

_heaah~he |i{~meoie ti|bhoh~ ~i|ezhthhe lhbqh `idi|ejbhe

{yh|h zhea ojti|jgh `me{ygie bheo~bmei gi|i` Em`jh lhay{


8 [heaht {itydy 9 1 ) 1 8>>) 889

\hth'|hth ;%2;


Li|oh{h|`he thlif ;%8? oj hth{ oh~ht oj`ithbyj lhbqh ; m|hea "8>)*

giezhth`he {heaht tjoh` {itydy& 8 m|hea ";)* giezhth`he tjoh` {itydy& 8

m|hea ";)* giezhth`he eit|hf& 82 m|hea "3>)* giezhth`he {itydy ohe 1

m|hea "


86/106

32

Li|oh{h|`he thlif ;%89 oj hth{ oh~ht oj`ithbyj lhbqh ? m|hea "8;)*

giezhth`he {heaht tjoh` {itydy& > m|hea ">)* giezhth`he tjoh` {itydy& >

m|hea ">)* giezhth`he eit|hf& 83 m|hea "9;)* giezhth`he {itydy ohe 8>

m|hea ";;)* giezhth`he {heaht {itydy% \hth |hth jtig {ili{h| ;&:;


Bhf jej li|h|tj giey|yt |i{~meoie `idi|ejbhe fith` {i|sjki kieti|

bheo~bmei gi|i` Em`jh gyohb ojtigy`he


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3:

? m|hea "8;)* giezhth`he {heaht {itydy% \hth |hth jtig {ili{h| ;&1>


Bhf jej li|h|tj giey|yt |i{~meoie bh|ah bheo~bmei gi|i` Em`jh

ti|dhea`hy%

_hlif ;%81

_heaah~he |i{~meoie ti|bhoh~ ~i|ezhthhe lhbqh bh|ah

bheo~bmei gi|i` Em`jh {i{yhj oieahe yhfjth{ezh


8 [heaht {itydy 9 ? 8;)

< [itydy ? 82 3>) 1>) 8>;

\hth'|hth ;%?;


Li|oh{h|`he thlif ;%81 oj hth{ oh~ht oj`ithbyj lhbqh 3 m|hea ")*

giezhth`he {heaht tjoh` {itydy& 8 m|hea ";)* giezhth`he tjoh {itydy& 8

m|hea ";)* giezhth`he eit|hf& 82 m|hea "3>)* giezhth`he {itydy ohe ?

m|hea "8;)* giezhth`he {heaht {itydy% \hth |hth jtig {ili{h| ;&?;


Bhf jej li|h|tj giey|yt |i{~meoie bh|ah bheo~bmei gi|i` Em`jh {i{yhj

oieahe yhfjth{ezh%


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1>

_hlif ;%82

_heaah~he |i{~meoie ti|bhoh~ ~i|ezhthhe lhbqh bh|ah {y`y

khohea bheo~bmei gi|i` Em`jh gy|hb ohe ti|dhea`hy mfib

`me{ygie


8 [heaht {itydy 9 ? 8;)

< [itydy ? 88 ;1) ??

; Eit|hf ; 1 8>>) :3

\hth'|hth ;%


Li|oh{h|`he thlif ;%82 oj hth{ oh~ht oj`ithbyj lhbqh 9 m|hea "81)*

giezhth`he {heaht tjoh` {itydy& ; m|hea "8>)* giezhth`he tjoh` {itydy&

1 m|hea "


89/106

18

Li|oh{h|`he thlif ;%8: oj hth{ oh~ht oj`ithbyj lhbqh ? m|hea "8;)*

giezhth`he {heaht tjoh` {itydy& 8 m|hea ";)* giezhth`he tjoh` {itydy& ?

m|hea "8;)* giezhth`he eit|hf& 82 m|hea "3>)* giezhth`he {itydy ohe ;

m|hea "8>)* giezhth`he {heaht {itydy% \hth |hth jtig {ili{h| ;&9>


Bhf jej li|h|tj giey|yt |i{~meoie bh|ah bheo~bmei gi|i` Em`jh {i{yhj

oieahe ghechht zhea oj|h{h`he%

;% Sh|jhlif Fmzhfjth{

Yety` gieaithbyj theaah~he |i{~meoie ti|bhoh~ sh|jhlif fmzhfjth{&

ojy`y| oieahe gieaayeh`he ~i|ezhthhe {ilhezh` iehg lytj|% Bh{jf

dhqhlhe {ifiea`h~heezh oh~ht ojfjbht ~hoh thlif oj lhqhb jej4

_hlif ;%

_heaah~he |i{~meoie ti|bhoh~ ~i|ezhthhe lhbqh `me{ygie ~yh{

ti|bhoh~ bheo~bmei gi|i` Em`jh


8 [heaht {itydy 9 9 81) ) 3>

; Eit|hf ; < 1) 3

? _joh` {itydy < > >) >

9 [heaht _joh` {itydy 8 2 8>>) ::

\hth'|hth ;%;>


Li|oh{h|`he thlif ;% oj hth{ oh~ht oj`ithbyj lhbqh 2 m|hea " m|hea ">)* giezhth`he tjoh {itydy& )* giezhth`he {itydy ohe 9


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1

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