Amanda, Ilham (2025) Pengaruh Brand Image Terhadap Loyalitas Pelanggan (studi Kasus Pada Pelanggan De Klapper Pie Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

The Influence of Brand Image on Customer Loyalty (Case Study on De Klapper Pie Pekanbaru Customers) Ilham Amanda NPM : 207210359 ABSTRACT This study was conducted to analyze and determine the effect of brand image on customer loyalty (case study on de klapper pie Pekanbaru customers). The method used is a quantitative and descriptive approach. The research sample was 100 respondents. Data collection techniques were questionnaires, observations and interviews. The sampling technique was purposive sampling, which is a sampling technique that does not provide equal opportunities or chances for each element or member of the population to be selected as a sample. The types and sources of data used are primary data and secondary data. Furthermore, the data analysis technique uses simple linear regression analysis, t-test and coefficient of determination test. Based on the results of the study, it shows that brand image (X) has a positive and significant effect on customer loyalty (Y) at de klapper pie Pekanbaru. The results of the coefficient of determination regarding this variable are observed in depth in each study while other independent variables are not observed too much. From the results of filling out the questionnaire by respondents or consumers of this study regarding brand image on customer loyalty at de klapper pie Pekanbaru, it was concluded that respondents were in the strongly agree category. Loyal consumers.

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