THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY AND SALES PROMOTION TOWARDS CUSTOMERS BRAND LOYALTY (STUDY CASE: ICE CREAM MAGNUM)

Abstract

The purpose of this research to understand the influence of brand image, product quality and promotion toward customer brand loyalty. The researcher use Magnum ice cream of the research object, especially teenagers and adults who consume the ice cream in Jakarta. In this research, the data collected through distributing 100 questionnaires to Magnum consumers. Then the researcher analyzed data with quantitative methods. The quantitative method includes validity, reliability, R squared, multiple regression, F-test and T-test for hypothesis testing. The result of validity and reliability test shows that the questionnaire is valid and reliable, therefore the questionnaire is possible to be used for further research. The result of this research shows that only brand image and sales promotion had significant and positive partial influence toward customers brand loyalty. Although the result of F-test indicated that brand image, product quality, and promotion significant influence customer brand loyalty, but these independent variables could explain only 41.7% of the customers brand loyalty change.