PENGARUH HARGA DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN PRODUK FOOTWEAR YONGKI KOMALADI

Abstract

This research is motivated by the enhancement number of footwear manufacturers which begin to
increase in Indonesia. Yongki Komaladi brand is one of the footwear brands in which its existence also
dominates the fashion market. It has been proven from the existence of Yongki Komaladi which does
not fade even though other footwear brands also have their domination and become its competitors.
The loyalty of the customers has been maintained by Yongki Komaladi brand and until now it still
exists. This research is meant to find out the influence of price and brand image to the customer
loyalty of Yongki Komaladi footwear brand products.The sample of this research is all customers of
Yongki Komaladi footwear brand product and 98 respondents have been selected as samples. The
analysis has been done by using multiple linear regressions. The partial result of the hypothesis test
shows that price and brand image variables have significant and positive influence to the customer
loyalty of Yongki Komaladi footwear brand products in Surabaya. It has been found from the partial
determination that price variable has dominant influence to the customer loyalty.

Keywords:Price, Brand Image, and Customer Loyalty