Pengaruh Citra Merek, Kualitas Pelayanan dan Kualitas Produk Terhadap Loyalitas Pelanggan (Studi pada Konsumen Toko Javascloth Mojolaban Sukoharjo)

The fashion industry is growing rapidly and supported by offline and online marketing, making the competition becomes increasingly tight. This means that the fashion industry must maintain its customer loyalty. Purpose of this stude are to determine how the effect of brand image, service quality and product quality to customer loyalty. The population in this study is JavasCloth consumers in Sukoharjo. Sampling technique used accidental sampling with sample 100 respondents. Methods of data collection used questionnaires. The analysis used in this research is test instrument of research, test of classical assumption, multiple linear regression analysis test, t test, F test and coefficient of determination (R2). The results obtained from this study have several findings. Brand image has a positive and significant effect on customer loyalty. Service quality has a positive and significant effect on customer loyalty. Product quality has positive and significant effect on customer loyalty, and simultaneously brand image, service quality and product quality has significantly effect on customer loyalty with contribution given (Adjusted R2) equal to 56,9% and the rest explained by other variable