Pengaruh Citra Merek terhadap Loyalitas Konsumen Produk Rokok PS DJERAM di Kota Bima

Abstract

This study aims to determine and analyze the effect of brand image on consumer loyalty toward PS Djeram cigarette products in Bima City. The study employed a quantitative approach with an explanatory research design. The research population consisted of all PS Djeram cigarette consumers in Bima City, whose total number was unknown. The sample was determined using the Lemeshow formula, resulting in 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed with SPSS version 25 through validity and reliability tests, descriptive statistical analysis, simple linear regression analysis, t-test, correlation coefficient (R), and coefficient of determination (R²). The findings indicate that brand image has a positive and significant effect on consumer loyalty. This is evidenced by a t-value of 4.623 and a significance value of 0.000 (<0.05), indicating that the proposed hypothesis was accepted. The regression equation obtained was Y = 28.322 + 0.413X, meaning that every one-unit increase in brand image increases consumer loyalty by 0.413 units. The correlation coefficient (R) of 0.423 indicates a positive relationship with a moderate level of association, while the coefficient of determination (R²) of 0.179 indicates that brand image explains 17.9% of the variation in consumer loyalty, whereas the remaining 82.1% is influenced by other variables outside this study. Therefore, a stronger brand image leads to higher consumer loyalty toward PS Djeram products.