Rahmadaniar, Fahril, Natsir, Mohkhamad and Ardianto, Yusaq Tomo (2022) Factors affecting customer loyalty: Price analysis, company image and promotion of ethoz products in Surabaya, East Java. International Journal of Business Marketing and Management (IJBMM), 7 (1). pp. 38-45. ISSN 2456-4559

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Abstract

The loyalty from consumers will make the company stronger to survive in the midst of competition with competitors. The company loyalty is influenced by several factors such as price, image of company and promotion. Therefore the purpose of this study was to describe customer loyalty, price, image of company and promotion and determine the effect of among variables that had a dominant influence on customer loyalty for Ethoz products in Surabaya, East Java. This study uses explanatory research with a census sampling technique of 127 consumers. While the analysis technique using descriptive analysis, and multiple linear regression
analysis. The results of the study show that price, image of company, and promotion simultaneously affect customer loyalty. While partially the price has an effect on customer loyalty, then the image of the company has no effect on customer loyalty, and promotion has an effect on customer loyalty.

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