?url_ver=Z39.88-2004&rft_id=2156051008&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+CITRA+MEREK%2C+MANFAAT+MEREK%2C+DAN+PERSEPSI+KUALITAS+PELAYANAN+TERHADAP+LOYALITAS+PELANGGAN+TOKO+RITEL&rft.creator=Nadhira+%2C+Ridhani&rft.subject=300+Ilmu+sosial&rft.subject=330+Ekonomi&rft.subject=381+Perdagangan&rft.description=Perkembangan+bisnis+di+era+sekarang+sangatlah+meningkat%2C+jumlah+toko+ritel+di+setiap+daerah+pun+semakin+bertambah%2C+hal+ini+menunjukkan+bahwa+persaingan+di+industri+ritel+Indonesia+semakin+ketat.+MR.DIY+merupakan+pengecer+yang+menjual+perlengkapan+dan+aksesori+rumah+tangga+dan+memiliki+banyak+cabang+di+Indonesia.+Salah+satu+kunci+untuk+bertahan+dalam+persaingan+ini%2C+tentu+saja%2C+membangun+loyalitas+pelanggan.Penelitian+ini+bertujuan+untuk+menguji+pengaruh+Citra+Merek%2C+Manfaat+Merek%2C+dan+Kualitas+Pelayanan+terhadap+Loyalitas+Pelanggan+di+MR+DIY+Bandar+Lampung.+Metode+yang+digunakan+adalah+explanatory+research+dengan+pendekatan+kuantitatif.+Populasi+dalam+penelitian+ini+ialah+konsumen+MR.DIY+Bandar+Lampung.+Teknik+pengambilan+sampel+menggunakan+non+probability+sampling+dengan+metode+purposive+sampling+dengan+97+responden.+Teknik+pengumpulan+data+menggunakan+kuesioner+dengan+menggunakan+skala+likert.+Analisis+data+menggunakan+Uji+Asumsi+klasik%2C+Analisis+regresi+linear+berganda%2C+dan+Uji+hipotesis+dengan+menggunakan+program+SPSS+versi+27.+Hasil+penelitian+menunjukkan+bahwa+Citra+Merek+dan+Manfaat+Merek+memiliki+pengaruh+positif+dan+signifikan+terhadap+Loyalitas+Pelanggan%2C+Sebaliknya%2C+Kualitas+Pelayanan+tidak+menunjukkan+pengaruh+signifikan+terhadap+Loyalitas+Pelanggan.+Hasil+Uji+F+menunjukkan+bahwa+secara+simultan%2C+ketiga+variabel+berpengaruh+signifikan+terhadap+Loyalitas+Pelanggan.+Peneliti+menyarankan+agar+perusahaan+lebih+fokus+pada+peningkatan+Citra+Merek+dan+Manfaat+Merek+dalam+strategi+pemasaran%2C+sementara+kualitas+pelayanan+meskipun+penting%2C+tidak+memberikan+pengaruh+signifikan+dalam+penelitian+ini.%0D%0A%0D%0AKata+Kunci%3A+Citra+Merek%2C+Manfaat+Merek%2C+Kualitas+Pelayanan%2C+Loyalitas+Pelalanggan%0D%0A%0D%0A%0D%0ABusiness+development+in+the+current+era+is+very+increasing%2C+the+number+of+retail+stores+in+each+region+is+increasing%2C+this+shows+that+competition+in+the+Indonesian+retail+industry+is+getting+tougher.+MR.DIY+is+a+retailer+that+sells+household+supplies+and+accessories+and+has+many+branches+in+Indonesia.+One+of+the+keys+to+surviving+this+competition+is%2C+of+course%2C+building+customer+loyalty.+This+study+aims+to+examine+the+effect+of+Brand+Image%2C+Brand+Benefits%2C+and+Service+Quality+on+Customer+Loyalty+at+MR+DIY+Bandar+Lampung.+The+method+used+is+explanatory+research+with+a+quantitative+approach.+The+population+in+this+study+were+MR.DIY+Bandar+Lampung+consumers.+The+sampling+technique+used+non+probability+sampling+with+purposive+sampling+method+with+97+respondents.+The+data+collection+technique+used+a+questionnaire+using+a+Likert+scale.+The+results+showed+that+Brand+Image+and+Brand+Benefits+had+a+positive+and+significant+effect+on+Customer+Loyalty%2C+on+the+other+hand%2C+Service+Quality+did+not+show+a+significant+effect+on+Customer+Loyalty.+The+F+test+results+show+that+simultaneously%2C+the+three+variables+have+a+significant+effect+on+Customer+Loyalty.+Researchers+suggest+that+companies+focus+more+on+improving+Brand+Image+and+Brand+Benefits+in+marketing+strategies%2C+while+service+quality%2C+although+important%2C+does+not+have+a+significant+effect+in+this+study.%0D%0A%0D%0AKeywords%3A+Brand+Image%2C+Brand+Benefits%2C+Service+quality%2C+Customer+Loyalty&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2025-01-24&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F82523%2F1%2F1.%2520ABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F82523%2F2%2F2.%2520SKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F82523%2F3%2F3.%2520SKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Nadhira+%2C+Ridhani++(2025)+PENGARUH+CITRA+MEREK%2C+MANFAAT+MEREK%2C+DAN+PERSEPSI+KUALITAS+PELAYANAN+TERHADAP+LOYALITAS+PELANGGAN+TOKO+RITEL.++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F82523%2F