The Influence of Brand Image and Product Quality on Customer Loyalty Toward ASUS Laptops Among University Students in Tasikmalaya Regency
DOI:
https://doi.org/10.70963/jpm.v3i1.901Keywords:
Brand image, Product Quality, Customer Loyalty, ASUS LaptopAbstract
The increasingly intense competition in the laptop industry requires companies to build a strong brand image and provide high-quality products to enhance customer loyalty. However, the pre-survey results indicated that customer loyalty among ASUS laptop users in Tasikmalaya Regency remains low, accompanied by suboptimal perceptions of the brand image and product quality. This study aims to analyze the influence of brand image and product quality on customer loyalty among ASUS laptop users in Tasikmalaya Regency. A quantitative method with an associative approach was employed, involving 100 respondents selected through purposive sampling. The data were analyzed using multiple linear regression with SPSS. The findings reveal that both brand image and product quality have a positive and significant effect on customer loyalty, both partially and simultaneously. Among the two variables, product quality has the strongest influence on customer loyalty. The R Square value of 0.830 indicates that 83.0% of the variation in customer loyalty is explained by brand image and product quality, while the remaining 17.0% is influenced by other factors outside the scope of this study. These findings highlight the importance of strengthening brand image and improving product quality as effective strategies for enhancing customer loyalty, particularly among university students.
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