PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN ICE CREAM AICE (STUDI PADA PELANGGAN DI OUTLET AICE MALANG)

The purpose of this research is to examine the influence of the product quality and the brand image towards the customer’s loyality in Malang Aice Outlet. This research use the multi regression analysis into 120 respondents that have already selected by using the purposive sampling technique as the method of taking sample by using the questionnaire to collect the data. The result of this research reveal that the product quality positively influential and significantly towards the customer’s loyality. The brand image is also positively influential and significantly towards the customer’s loyality. The product quality and the brand image positively influential and significantly towards the customer’s loyality