PENGARUH PERSEPSI KONSUMEN, KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP LOYALITAS

Abstract

The purpose of this research is to find out the influence of customer perception, service quality and brand image
to the customer loyalty at Excelso Café Tunjungan Plaza Surabaya. The population is all customers who have
visited and purchased at Excelso Café Tunjungan Plaza Surabaya with the sample collection technique has been
done by using purposive sampling, and 100 people have been selected as samples. The analysis technique has
been done by using multiple regressions analysis. The result of the test shows that the customer perception,
service quality and brand image which have influence to the customer loyalty at Excelso Café Tunjungan Plaza
Surabaya. This condition indicates that the model in this research is feasible to be used for further analysis. This
result is supported by the level of multiple coefficient determination is 76.6% which shows the contribution
among variables simultaneously to the customer loyalty at Excelso Café Tunjungan Plaza Surabaya are firm.
The result of the test shows that partially the customer perception, service quality and brand image variables to
the customer loyalty at Excelso Café Tunjungan Plaza Surabaya. Meanwhile, the customer loyalty is the
variable which has dominant influence to customer perception
Keywords: Customers, Service Quality, Brand Image, Customer Loyalty.