PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS MEREK (Studi Pada Pengguna Motor Yamaha Di Kecamatan Lowokwaru Kota Malang)

This research aims to determine the partial influence of product quality and brand image on brand loyalty. This research uses primary data collected through questionnaires. The data sample used was 85 respondents who used Yamaha motorbikes in Lowokwaru District, Malang City. The sample collection technique is non-probability sampling with a purposive sampling method which provides certain criteria to respondents. The respondents selected were Yamaha motorbike users in Lowokwaru District, Malang City. The data analysis technique used is multiple linear regression. The results of this research are 1) the product quality variable has a significant effect on the brand loyalty variable, and 2) the brand image variable has a significant effect on the brand loyalty variable.