ANALYZING THE MARKETING MIX AND BRAND IMAGE ON CUSTOMER LOYALITY: Case study : Excelso Coffee Senayan City. The independent

Abstract

This study analyzes on the effects of marketing mix and brand image on customer loyalty in de Excelso Coffee Senayan City. The independent variables of the marketing mix are product (X₁), price (X₂), place (X₃), promotion (X₄) and brand image (X₅) which will be analyzed in customer loyalty (Y) as dependent variable. This study used a quantitative approach and this type of research is that an explanatory survey research using questionnaires. This study uses multiple linear regression model with a sample of 50 respondents who are customers who are conducting transactions in de Excelso Coffee Senayan City. The results showed that the positive effect of marketing mix and brand image on customer loyalty. Product is the most dominant variable.