PENGARUH CITRA MEREK DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGANMALANG STRUDEL

This study was conducted to determine the significant influence of brand image and customer satisfaction effect on customer loyalty of Malang strudel. Data analysis method used is multiple linear regression analysis using SPSS 21.00 for Windows Software. The sampling technique used non probability sampling with a size of 150 people. Data collection techniques using quwstionnaires that have been tested for validity and reliability. The results of this study indicate that: (1) the brand image a positive effect on customer loyalty. This is evidenced from the t value of 7,087 with a significance level of 0,000<0,05and a regression coefficient of 0,563; (2) The customer satisfaction positively affects customer loyaltyThis is evidenced from the t value of6,171with a significance level of 0,000