ANALISIS LOYALITAS PELANGGAN SMARTPHONE MEREK SAMSUNG GALAXY J5 PRO DI KABUPATEN PRINGSEWU

Abstract

Advertising and brand image are important factors in creating positive and good CustomerLoyalty for a product. Advertising and brand image become a banchmark of the success of a companywhere as successfully applying the four things will affect customer loyalty and can increase sales sothat the achievement of a company's goal is profit and not forget to pay attention to the interests ofconsumers loyal to the product offered by the company. The purpose of this study is to describe theinfluence of advertising and brand image of customer loyalty. This study uses a sample of SamsungGalaxy J5 Pro smartphone users in Pringsewu, Lampung with as many as 60 respondents. Samplingtechnique using Snowball Sampling method. The data analysis method used is multiple linearregression. The results of this study indicate that advertising have a significant effect on customerloyalty, while brand image has no significant effect on customer loyalty