VARIABEL – VARIABEL YANG MEMPENGARUHI LOYALITAS KONSUMEN DALAM MEMBELI PEWANGI DAN PELEMBUT PAKAIAN MEREK DOWNY (Study Kasus pada Perumahan Taman Aloha Sidoarjo)

Downy is one of the products deodorant and fabric softener manufactured by the P & G (Procer & Gamble) company who has a big name in the global market but a new entry in the Indonesian market for the year of 2011 and although relatively new product in Indonesia, but has attracted the attention of consumers in Indonesia with an excess which is more superior than other similar products. The purpose of this study was to determine and analyze the effect of simultaneous and partial variables (satisfaction, habits, commitment, and preferences) on customer loyalty in buying Downy at Taman Aloha Sidoarjo. The variable in this study is the satisfaction (X1), habits (X2), commitment (X3), A (X4) and customer loyalty (Y) with a sample of consumers on the Taman Aloha Sidoarjo as much as 82 samples from a population of 445 is the minimum buy and use Downy within the last three months with Perposive sampling techniques. To answer hypothesis formulation and research, analytical techniques used is Multiple Linear Regression, Simultaneously test results obtained F calculate (11.831) > F table (2.156) it can be concluded that all of the variables that satisfaction (X1), habits (X2), commitment (X3), and A (X4) significant effect on customer loyalty (Y). Partial test results conclude that a) the satisfaction variables (X1) obtained t calculate (0.201) < t table (1.664) which means the satisfaction of no significant effect on customer loyalty (Y), b) custom variables (X2) obtained t calculate ( 2.716) > t table (1.664) which means custom significant effect on customer loyalty (Y), c) a commitment variable (X3) obtained t calculate (2.581) > t table (1.664) which means a commitment significant effect on consumer loyalty ( Y) and d) A variable (X4) obtained t calculate (3.068) > t table (1.664) which means A significant effect on customer loyalty (Y)