Brand Image dan Kualitas Produk sebagai Faktor Penentu Brand Loyalty Produk Air Mineral Le Mineral pada Konsumen Mahasiswa Generasi Z

This study examines the influence of brand image and product quality of Le Minerale on brand loyalty among undergraduate students of Economic Education at Universitas Sebelas Maret (UNS). The research was conducted from May to June 2025 in Surakarta using stratified random sampling method, targeting 2022 cohort students who had purchased and consumed Le Minerale at least once in the past month. Primary data were collected through an online survey involving 55 respondents, analyzed using descriptive statistics and multiple linear regression. The independent variables were brand image (X1) and product quality (X2), while the dependent variable was brand loyalty (Y). Secondary data obtained from scientific journals, Le Minerale industry reports, and Statistics Indonesia (BPS). The findings indicate brand image and product quality have positive effect on brand loyalty, meaning that positive perception of the brand and product quality in consumers’ minds enhances their loyalty. Brand loyalty influenced by brand image and product quality by 58.1%, while the remaining is affected by external factors. Based on results, it is recommended that Le Minerale maintain positive brand image and high product quality to sustain consumer loyalty. Future research should broaden their scope for more comprehensive insights into drivers of consumer loyalty.