The Effect of Product Quality and Brand Image on Customer Loyalty in Purchasing Soy Sauce at PD Rusa Dua in Singkawang City

Abstract

This study aims to analyze the effect of Product Quality and Brand Image on Customer Loyalty in purchasing soy sauce at PD Rusa Dua in Singkawang City. This study employed a quantitative approach with an associative research design. The research sample consisted of 100 respondents selected using a purposive sampling technique. Data were collected through the distribution of questionnaires using a Likert scale. Data analysis was carried out using multiple linear regression with the assistance of SPSS through validity tests, reliability tests, classical assumption tests, correlation coefficient analysis, coefficient of determination analysis, and hypothesis testing using the t-test and F-test. The results showed that all research instruments were declared valid and reliable. Partially, Product Quality had a positive and significant effect on Customer Loyalty, with a t-count value of 2.265 and a significance value of 0.026. Brand Image had a positive and significant effect on Customer Loyalty, with a t-count value of 6.861 and a significance value of 0.000. Simultaneously, Product Quality and Brand Image had a significant effect on Customer Loyalty, with an F-count value of 64.763 and a significance value of 0.000. The coefficient of determination (R²) value of 0.572 indicates that 57.2% of Customer Loyalty can be explained by Product Quality and Brand Image, while the remaining percentage is influenced by other factors outside this study.