PENGARUH PELAYANAN PURNA JUAL DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN PADA PT. INFORMA BOGOR / YADI MULYADI / S1-0215.015 / PEMBIMBING I : SYARIEF GERALD PRASETYA / PEMBIMBING II : INDAH KUSUMA HAYATI

This study aims to determine the influence of after-sales service and brand image on consumer loyalty at PT. Informa Bogor. The method in this study uses an associative method that is causal, namely a study that aims to determine the
relationship between two or more variables. While the causal relationship is cause and effect relationship. The sample set was 100 respondents using accidental sampling technique. Accidental Sampling is a technique for determining samples
based on coincidence, that is, anyone who accidentally meets with a researcher can be used as a sample, if viewed by the person who happened to be found according to the data source. Respondents were consumers who bought Informa products more than five times the purchase of furniture. The data analysis technique uses multiple linear regression analysis with regard to the classical assumption test.
The results showed that after-sales service and brand image had a partial and simultaneous influence on consumer loyalty. The test results of the coefficient of
determination indicate that after-sales service and brand image are affected by consumer loyalty with the R2
value of 36.5, while the remaining 63.5 is influenced by
other variables on consumer loyalty.