PENGARUH PERSEPSI KONSUMEN, CITRA MEREK DAN HARGA TERHADAP LOYALITAS PELANGGAN MAJESTYK BAKERY AND CAKE SHOP

Abstract

The aimed of this research is to find out the influence of customer perception, brand image, and price to the
customer loyalty at Majestyk Bakery and Cake Shop Kapas Krampung Surabaya. The population is all
customers who have ever visited and purchased at Majestyk Bakery and Cake Shop Kapas Krampung Surabaya
and these customers have been selected as samples by using purposive sampling method and the samples are 100
customers. The analysis technique has been carried out by using multiple linear regressions.The result of the test
shows that customer perception, brand image, and price give influence to the customer loyalty at Majestyk
Bakery and Cake Shop Kapas Krampung Surabaya. This condition indicates that the models which have been
applied in this research are feasible to be continued for the following analysis. This result is also supported by the
determionation coefficient that which shows the simultaneous contribution among those variables to the
customer loyalty at Majestyk Bakery and Cake Shop Kapas Krampung Surabaya are firm. The result of
examination also shows that the variables i.e. customer perception, brand image, and price, each of them give
influence to the customer loyalty at Majestyk Bakery and Cake Shop Kapas Krampung Surabaya. Meanwhile,
brand image is the variable which give dominant influence to the customer loyalty.

Keywords: Customer perception, brand image, price, customer loyalty