Pengaruh Lokasi, Brand Image, dan Kualitas Pelayanan terhadap Loyalitas Pelanggan pada Toko Delmora Kosmetik di Boyolali

Abstract

This study aims to analyze the effects of location, brand image, and service quality on customer loyalty at Delmora Cosmetics Store in Boyolali. The study employed a quantitative approach using primary data collected through questionnaires from 110 respondents selected using purposive sampling. Data analysis included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and the coefficient of determination. The results showed that all research instruments were valid and reliable. The regression equation obtained was Y = 3.450 + 0.353X1 + 0.462X2 + 0.118X3. Partially, location, brand image, and service quality had positive and significant effects on customer loyalty, with significance values of 0.000, 0.000, and 0.047, respectively. Simultaneously, the three variables had a significant effect on customer loyalty, with an F-value of 69.366 and a significance value of 0.000. The Adjusted R² value of 0.653 indicates that 65.3% of the variation in customer loyalty can be explained by the three variables, while the remaining 34.7% is influenced by other factors outside the model examined in this study.