THE INFLUENCE OF BRAND IMAGE AND PRODUCT QUALITY ON XL CELLULAR NETWORK CUSTOMER LOYALTY (CASE STUDY OF XL CONSUMERS IN BOGOR)

Abstract

Background: In this era of globalization, internet networks have become a basic need for people to communicate and find the latest information about current conditions, and gadgets such as laptops, smartphones, tablets, notebooks and others have become a human need to complete life. There is a lot of competition for support this need. The strategy that can be used to win the competition is to create customer loyalty towards the product. Factors that play an important role in creating customer loyalty include brand image and product quality.

Purpose: This research aims to determine the influence of brand image and product qua lity simultaneously and partially on customer loyalty to XL cellular network products.

Methodelogy: The method used is multiple linear regression analysis with a sample size of 100 customers.

Result: The research results show that brand image and product quality simultaneously and partially have a positive and significant effect on customer loyalty for XL cellular network products.