ANALISIS LOYALITAS PELANGGAN SMARTPHONE MEREK SAMSUNG GALAXY J5 PRO DI KABUPATEN PRINGSEWU

Abstract

Advertising and brand image are important factors in creating positive and good Customer
Loyalty for a product. Advertising and brand image become a banchmark of the success of a company
where as successfully applying the four things will affect customer loyalty and can increase sales so
that the achievement of a company's goal is profit and not forget to pay attention to the interests of
consumers loyal to the product offered by the company. The purpose of this study is to describe the
influence of advertising and brand image of customer loyalty. This study uses a sample of Samsung
Galaxy J5 Pro smartphone users in Pringsewu, Lampung with as many as 60 respondents. Sampling
technique using Snowball Sampling method. The data analysis method used is multiple linear
regression. The results of this study indicate that advertising have a significant effect on customer
loyalty, while brand image has no significant effect on customer loyalty