PRODUCT VARIANCE AND BRAND IMAGE DETERMINING CUSTOMER LOYALTY: PURCHASE BEHAVIOR OF SOSRO TEA PRODUCTS

Abstrak

Business competition, which has more and more competitors, causes consumers to be more careful in choosing a product and brand. This is because consumers tend to want to get a sense of satisfaction and even want to become loyal customers. However, to have loyal customers, an appropriate strategy is also needed because customer loyalty determines the survival of a business. Therefore, this study chose the title product variance and brand image determining customer loyalty. In this study, the population is Sosro tea customers in the city of Surabaya. The sample is known to be 100 respondents. The technique for determining the sample is using purposive sampling. After the data is collected, it will be processed and analysed with SPSS. There are several data analyses discussed, starting from the validity test, reliability test, multiple linear regression analysis which includes the t test, F test and finally the coefficient of determination. Based on the results of his research, it was found that partially and simultaneously product variants and brand image affect customer loyalty