Pengaruh Citra Merek dan Kualitas Produk terhadap Loyalitas Konsumen Minyak Angin Aromatherapi Fresh Care

The Influence of Brand Image and Product Quality on Consumer Loyalty of Aromatherapi Fresh Care Wind Oil

Abstract

Increasing competition in the aromatherapy industry encourages companies to strengthen customer loyalty through brand image and product quality. This study aims to analyze the partial and simultaneous effects of brand image and product quality on customer loyalty toward Fresh Care aromatherapy products in West Jakarta. This research employed a quantitative approach using a survey method involving 100 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using IBM SPSS Statistics 20, including validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results showed that brand image had a positive and significant effect on customer loyalty (t = 2.637; Sig. = 0.010; R² = 0.130). Product quality also had a positive and significant effect on customer loyalty (t = 7.443; Sig. = 0.000; R² = 0.407) and was the most dominant variable. Simultaneously, brand image and product quality had a positive and significant effect on customer loyalty (F = 39.107; Sig. = 0.000; R² = 0.446), indicating that both variables explained 44.6% of the variation in customer loyalty, while the remaining 55.4% was influenced by other factors outside the scope of this study.