Pengaruh Citra Merek Dan Keterikatan Emosional Terhadap Loyalitas Konsumen Pada Produk Persik Kediri Store

Abstract

Merchandise sales are part of one form of the process of doing business in a sport because it is sustainable and sustainable. Consumer loyalty is consumer loyalty to the company, brand or product. Brand image and emotional attachment are several factors that can affect consumer loyalty. The purpose of this study, among others, is to determine and also analyze whether or not there is an influence of brand image and emotional attachment to consumer loyalty with the object of research namely Persik Kediri Store. In this study used 96 respondents for the sampling technique using a questionnaire. From the questionnaire data will be obtained which will then be analyzed and processed using multiple linear regression (multiple linear regression). The results of this study indicate that brand image and emotional attachment partially and simultaneously have a positive and significant effect on consumer loyalty to Persik Kediri Store products.