BRAND IMAGE AND ITS INFLUENCE ON CUSTOMER LOYALTY AT SRC APONG COMMUNITY RETAIL STORE
Keywords:
brand image, customer loyalty, community retail, simple linear regression, SRC ApongAbstract
This study aims to examine the extent to which brand image influences customer loyalty in micro-scale retail businesses, by taking the locus at the SRC Apong Store, one of the grocery stores that are members of the Sampoerna Retail Community network in Ciamis Regency. The approach used is quantitative with a descriptive-verification design. Data were collected through a Likert-sized questionnaire distributed to 31 respondents selected by purposive sampling technique, then analyzed using validity tests, reliability tests, normality tests, linearity tests, and simple linear regression. The results of the instrument testing indicate that all statement items are valid and reliable. Consumer perceptions of brand image and the level of customer loyalty are in the good category. However, the regression results show that brand image only provides 17.4 percent of the variation in customer loyalty (R² = 0.174) and its effect is not statistically significant (t = 0.886; sig. = 0.383 > 0.05). These findings indicate that customer loyalty in community retail stores is more determined by factors other than brand image, such as price, service quality, and transactional satisfaction.
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