PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN PADA FRANCHISE MIXUE

Abstract

Customer loyalty has an important role in a company, to retain customers means improving financial performance and maintaining company survival. The aim of this research is the influence of brand image, price and product quality on consumer loyalty. This research uses a causal design. Therefore, it is necessary to have measuring instruments to measure validity and reliability. The validity test was carried out using the Parson Product Moment correlation technique and the reliability test used Cronbach's alpha, then used the t test to show whether an individual independent variable was not affected. Based on the results of hypothesis testing, the results show that brand image has a positive influence on consumer loyalty, price has a positive influence on consumer loyalty, product quality has a positive influence on consumer loyalty and simultaneously has a positive influence on consumer loyalty. This research can be used as a basis for evaluating, determining strategies and policies that can be used for further improvements by the Mixue franchise so that it remains the choice of consumers.