Pengaruh Citra Toko Terhadap Loyalitas Pelanggan Studi Pada Pasar Buah Pekanbaru

This study aims to determine and analyze the effect of store image on customer loyalty at the Pekanbaru Fruit Market. The method used in this study is quantitative, using a descriptive survey, namely the type of research that describes the variables studied. This research sets 30 respondents. Sampling in this study used the Non Probability Sampling method with the Incidental Sampling technique. Data collection methods used are questionnaires, interview observations and documentation with descriptive data analysis through a quantitative approach. Data analysis in this study used simple linear regression analysis. The results of this study indicate that the variable X is Citra Toko with indicators of physical facilities, merchandise, price, promotion, service gets results from respondents in the Good category. As for the Y variable, namely Customer Loyalty by making repeat purchases, recommending stores, showing immunity from the attractiveness of similar products from competitors, getting results from respondents in the Good category. The results of the simple linear regression research show that the image of the store has a significant relationship with customer loyalty