Pengaruh Kualitas Produk dan Komunikasi Marketing pada Brand Image serta Dampaknya terhadap Loyalitas Pelanggan pada Produk Sarung di Surabaya

The purpose of this study was to empirically examine the effect of product
quality on consumer brand image, the effect of marketing communication on
consumer brand image, and the effect of brand image on loyalty. This study
uses primary and secondary data sources obtained directly by distributing 100
questionnaires to respondents. The sampling method is non-probability with a
pirposive sampling technique. The criteria for respondents are male, the
research method uses SEM (Structural Equation Modeling) analysis. The
findings of this study are, The first hypothesis which states that product quality
affects brand image and is proven significantly, the second hypothesis which
states that marketing communication affects brand image is not proven
significantly, the third hypothesis which states that brand image affects
customer loyalty is proven significantly
Keyword: Product Quality, Marketing Communication, Brand Image, Customer Loyalty