PENGARUH BRAND IMAGE, BRAND REPUTATION DAN SERVICE QUALITY TERHADAP CUSTOMER LOYALTY ATAS PRODUK OLI ENDURODI SPBU COCO PENGGARON SEMARANG

Abstract

SPBU Coco Penggaron Semarang as a distributor of oil products produced by Pertamina Enduro experience problems where customer loyalty towards the lower oil products. Allegedly it was motivated by the low quality product that is marketed, brand image inferior to other products and brand reputation are low in the eyes of consumers. The formulation of the problem in this research is how that should be filling manager of SPBU Coco Penggaron Semarang in order to increase customer loyalty Enduro oil products that it markets.

Data analysis techniques used in this research is multiple linear regression and partial hypothesis testing and simultaneous. Respondents in this study were 72 customers who make purchases Enduro Oil at SPBU Coco Penggaron Semarang. The results of the analysis with SPSS version 20.0 shows that the brand image variables have the greatest influence on customer loyalty.Partial hypothesis testing showed that each variable t value andservice quality, brand image, brand reputation is 0.3785, 4996 and 2.293> t tabel1.99444 and level of significance <0.025, so the hypothesis that the brand image, brand reputation and service quality partially positive and significant impact on customer loyalty can be accepted. F count variable  brand image, brand reputation and service quality simultaneously is 21.665> F table 2.74 and a significance level < 0.05, so the hypothesis that the brand image,brand reputation and service quality simultaneously positive and significant impact on customer loyalty can be accepted and service quality

Keywords :brand image, brand reputation,service quality and customer loyalty