Akbar, Dio Irfandi (2025) Pengaruh Brand Image dan Kepuasan Pembelian Terhadap Loyalitas Konsumen Pada Kedai Tehraruma By Chara Group di Surabaya. Undergraduate thesis, UPN Veteran Jawa Tiimur.
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Abstract
This study aims to determine and analyze the influence of Brand image and purchase satisfaction on consumer loyalty at Kedai Tehraruma by Chara Group. The focus of this study includes three main things, namely: (1) the influence of brand image and purchase satisfaction simultaneously on consumer loyalty, (2) the influence of Brand image partially on consumer loyalty, and (3) the effect of partial purchase satisfaction on consumer loyalty. The population in this study is all consumers who buy and consume products at Kedai Tehraruma by Chara Group. The sample was determined by non-probability sampling method using the unknown population formula, so as to obtain as many as 100 respondents who meet the criteria, namely at least 18 years old, domiciled in the city of Surabaya, and have made purchases more than once. Data analysis technique used is multiple linear regression with the help of SPSS software version 27.0. The results showed that Brand image and purchase satisfaction simultaneously significantly affect consumer loyalty. Partially, Brand image has a positive and significant influence on consumer loyalty. Likewise with purchase satisfaction, which also has a positive and significant effect on consumer loyalty. These findings indicate that efforts to consistently improve brand image and customer satisfaction can strengthen consumer loyalty to Kedai Tehraruma by Chara Group.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Dio Irfandi Akbar | ||||||||
| Date Deposited: | 04 Dec 2025 02:57 | ||||||||
| Last Modified: | 04 Dec 2025 03:16 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47666 |
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