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VOL. 9, ISSUE 6 (2023)
The influence of sales promotion and brand image on customer loyalty of Ria Busana Fashion House
Authors
Annisa Sanny, Muhammad Toyib Daulay
Abstract
This research aims to
find how the influence of Sales Promotion (X1) and Brand Image (X2) on Customer
Loyalty (Y) at Ria Busana Fashion House. The population in this study is the
number of customers at Ria Busana Fashion House which on average for a month
amounted to 875 customers. The research sample was taken as many as 90
respondents whose number was determined using the Slovin formula. The sampling technique
is carried out using purposive sampling techniques with the criteria of having
made at least two visits and purchases at Ria Busana Fashion House. This
research was conducted in 2020. This research used quantitative data processed
with SPSS 24.0 with multiple linear regression models. The results showed that
sales promotion and brand image both partially and simultaneously had a
positive and significant effect on customer loyalty at Ria Busana Fashion
House. Sales promotion is the most dominant variable affecting customer
loyalty. 80.6% of customer loyalty can be explained and obtained from sales
promotion and brand image, while the remaining 19.4% is obtained from other
factors. Customer loyalty has a very strong relationship to brand image and sales
promotion with an R value of 0.900.
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Pages:80-82
How to cite this article:
Annisa Sanny, Muhammad Toyib Daulay "The influence of sales promotion and brand image on customer loyalty of Ria Busana Fashion House". International Journal of Commerce and Management Research, Vol 9, Issue 6, 2023, Pages 80-82
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