Aspek Corporate, User, dan Product Pada Citra Merek terhadap Loyalitas Pelanggan di PT. Saudara Cipta Sukses, Deli Serdang

Abstract

Every company is required to compete competitively in increasing the intensity of the number of competitors. One of them is by paying attention to the company's brand image so that it can meet the wants and needs of customers in order to maintain customer loyalty. In this research, it is hoped that it will be found how the influence of brand image on customer loyalty at PT. Saudara Cipta Sukses.. The research method used is quantitative associative and uses purposive sampling technique where the number of respondents is 34 shop owners who have made repeat purchases at least 2 times each month starting from January 2022 to April 2022. The big influence of brand image on customer loyalty at PT. Saudara Cipta Sukses can be seen from the determination (R2) the percentage is 70.7%. With this coefficient of determination, it can be concluded that customer loyalty is influenced by Brand Image on aspects of the Company (Corporate Image), Consumer Aspects (Usher Image) and Product Aspects (Product Image) by 70.7%, while the remaining 29.3% is contributed by other factors. which can be explained by other variables outside the model in this study.