PENGARUH BRAND IMAGE DAN KUALITAS PELAYANAN TERHADAP CUSTOMER RETENTION (Studi Terhadap Konsumen Teh Kota di Kecamatan Dau Malang)

Fierce competition in the beverage industry today demands that business actors not only attract new customers, but also retain old ones. Teh Kota as a local brand faces challenges in maintaining customer retention in Dau Malang District. This study aims to analyze the influence of brand image and service quality on Teh Kota's customer retention. This study uses a quantitative method with an explanatory research approach. The research sample consisted of 168 respondents who were selected through purposive sampling techniques. Data analysis was carried out by multiple linear regression using SPSS software version 25. The results of the study show that brand image and service quality have a positive and significant effect on Teh Kota customer retention in Dau Malang District. A determination coefficient value of 0.696 indicates that both variables explain most of the variation in customer retention. Between the two, brand image has a dominant influence, indicating that a strong brand image determines customer retention more than service quality alone. This research emphasizes that strengthening brand image and improving service quality is an important strategy for Teh Kota to maintain customer retention in the midst of competition from the local beverage industry.