PENGARUH GAYA HIDUP, KOMUNITAS MEREK DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN PADA KOMUNITAS VESPA DI KOTA MALANG

This study aims to analyze the influence of lifestyle, brand community, and brand image on consumer loyalty in the Vespa community in Malang City, specifically the Modern Vespa Malang Community (MOVE Malang). This research employs a quantitative approach with an explanatory research design. The population consists of all 70 members of the Modern Vespa Malang Community, using a saturated sampling technique. Data were collected through questionnaires using a Likert scale and analyzed using descriptive statistical analysis and multiple linear regression analysis with the assistance of SPSS version 23. The results show that partially, lifestyle has a positive and significant effect on consumer loyalty, while brand community and brand image do not have a significant effect on consumer loyalty. Simultaneously, lifestyle, brand community, and brand image have a significant effect on consumer loyalty in the Vespa community in Malang City.