PENGARUH CITRA MEREK DAN DAYA TARIK TERHADAP LOYALITAS PRODUK NIVEA DI PIAYU KOTA BATAM

Abstract

This study aims to analyze the effect of brand image and attractiveness on Nivea product
loyalty in Piayu, Batam City. This research method uses descriptive research with a
quantitative approach. The population of this study are consumers who use Nivea products
and live in the Tanjung Piayu sub-district, Sei Beduk sub-district, Batam City. The total
number of consumers in the area reached 10,649 people. The technique of determining
the sample through the Slovin formula with the calculation results of 386 respondents is
based on simple random sampling. Data analysis techniques using descriptive statistical
tests, data quality tests, classical assumption tests, influence tests and hypothesis testing.
The findings in the multiple linear regression analysis state that brand image has a positive
effect on loyalty with an effect size of 31%. Attractiveness has a positive effect on loyalty
with an influence size of 21.2%. The results of the analysis of the coefficient of
determination (R2) state that brand image and attractiveness can explain loyalty, with an
effect of 8.9%. The results of the t and F tests show that brand image and attractiveness
have a positive and significant effect partially and simultaneously on loyalty decisions