Improving Customer Loyalty of Batik Yoga Art in Semarang

Susetyo Darmanto(1*), Rachmah Dewi Larasatie(2)


(1) Department of Management, Fakultas Ekonomika dan Bisnis, Universitas 17 Agustus 1945 Semarang
(2) Department of Management, Fakultas Ekonomika dan Bisnis, Universitas 17 Agustus 1945 Semarang
(*) Corresponding Author

Abstract


This research aims to determine how Batik Yoga Art customer loyalty in Semarang is influenced by brand equity and product quality. The population of this study consisted of 100 respondents, and the sampling techniques used were quota and accidental sampling. The data source comes from primary data, which was collected through a questionnaire. The data is analyzed using multiple linear regression. The finding shows that brand equity has a positive and significant impact on customer loyalty. Further results also show that product quality has a positive and significant impact on customer loyalty. The implication suggests that Batik Yoga Art enhances innovative product esthetic with more interesting and up-to-date trends.


Keywords


brand equity, product quality, and customer loyalty

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References


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DOI: https://doi.org/10.26714/vameb.v21i1.17140

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