文章基本信息

标题：PENGARUH BRAND IMAGE TERHADAP LOYALITAS PELANGGAN DI TOKO OLEH-OLEH MALANG STRUDEL
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作者：Reza Palevi ; Luh Gede Leli Kusuma Dewi ; Putu Agus Wikanatha Sagita 等
期刊名称：Jurnal IPTA
印刷版ISSN：2338-8633
电子版ISSN：2548-7930
出版年度：2018
卷号：6
期号：1
页码：70-76
DOI：10.24843/IPTA.2018.v06.i01.p07
出版社：Universitas Udayana
摘要：This study aims to determine the effect of brand image to customer loyalty in Malang Strudel Souvenir Store. The rapid development of Malang Strudel is the foundation of this research. In this study, the customer is tourist who visiting Malang and shopping for souvenirs at Malang Strudel Souvenir Store. This research uses quantitative descriptive data analysis technique using SPSS ver. 20 for Windows. Data were collected by distributing questionnaires to 166 respondents.This research is quantitative research using reliability test method, validity test, classic assumption test, correlation analysis, coefficient determination test, multiple linear regression analysis, t test, and f test. The variables used in this research are the strength of brand association (X1), uniqueness of brand association (X2), brand association advantage (X3) as independent variable and Customer Loyalty (Y) as dependent variable.The result of this research is strength of brand association (X1) and favorability of brand association (X3) have positive and significant influence, while uniqueness of brand association (X2) has positive and insignificant effect. Simultaneously, strength of brand association (X1), uniqueness of brand association (X2), and favorability of brand association (X3) that make up the brand image, have an impact on customer loyalty. A total of 54.1% of customer loyalty can be explained by variable strength, uniqueness, and favorability. While the rest of 45.9% customer loyalty can be explained by other variables that have not been studied in this research.
关键词：brand image; customer loyalty; malang strudel.