The Influence Of Brand Image, Consumer Experience, And Service Quality On Consumer Loyalty At Fif Group Meulaboh, West Aceh

Abstract

This study aims to analyze the influence of Brand Image, Customer Experience, and Service Quality on Customer Loyalty at FIF Group Meulaboh, West Aceh. This research employed a quantitative approach with an associative research design. The population consisted of 150 customers of FIF Group Meulaboh, West Aceh, who make monthly credit installment payments. The sampling technique used was saturated sampling (census), in which the entire population was selected as the research sample. Data were collected through questionnaires using a Likert scale. The data analysis techniques included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²), with the assistance of IBM SPSS Statistics. The results showed that, partially, Brand Image, Customer Experience, and Service Quality had a positive and significant effect on Customer Loyalty at FIF Group Meulaboh, West Aceh. Simultaneously, Brand Image, Customer Experience, and Service Quality also had a positive and significant effect on Customer Loyalty. The coefficient of determination (R²) of 0.780 indicates that 78.0% of the variation in Customer Loyalty can be explained by Brand Image, Customer Experience, and Service Quality, while the remaining 22.0% is influenced by other variables outside the scope of this study. Brand Image was found to be the most dominant variable affecting Customer Loyalty.