Pengaruh Promosi Penjualan dan Brand Image terhadap Loyalitas Pelanggan di Mode Fashion

This research was conducted to find out how the influence of Sales Promotion
(X1) and Brand Image (X2) on Customer Loyalty (Y) in Medan Fashion Mode.
The population in this research was the number of visitors to Medan Fashion
Fashion which on average for a month is 875 customers. The research sample
was taken as many as 90 respondents whose numbers were determined using the
Slovin formula. The sampling technique was carried out using purposive sampling
technique with the criteria having made at least they twice visited and purchased
at Mode Fashion Medan. This research was conducted in 2020. This research
used quantitative data processed with SPSS 24.0 with multiple linear regression
models. The results showed that sales promotion and brand image either partially
or simultaneously had a positive and significant effect on customer loyalty in
Mode Fashion Medan. Sales promotion was the most dominant variable affecting
customer loyalty. 80.6% of customer loyalty can be explained and obtained from
sales promotion and brand image, while the remaining 19.4% was obtained from
other factors. Customer loyalty had a very strong relationship to brand image and
sales promotion with an R-value of 0.900.
Keywords: Customer Loyalty, Brand Image, Sales Promotion.