The Influence of Brand Image and Product Quality on Customer Loyalty

The purpose of this survey is to investigate the impact of brand image and product quality on customer loyalty. The type of investigation used is descriptive validation. That is, explain and explain the variables under investigation and draw conclusions. The dependent variables in this study are Customer Loyalty (Y), Brand Image (X1) and Product Quality (X2) as independent variables. The subjects of this survey were are members of the Viva Cosmetics facebook group. The sampling of this study was performed using a simple random sampling technique using the probability sampling technique of 125 group members. The Analysis method used is multiple regression analysis using the SPSS 22.0 for Windows programming tools. The results of this survey show that brand image and product quality descriptions on the subject of customer loyalty fall into the low category. Brand image and product quality has a positive and significant impact on customer loyalty.