The Influence of Product Quality and Brand Image on Customer Loyalty Of Xl-Axiata Users

Abstract

The higher the use of cellular phones, the use of SIM cards will also increase because without a SIM card, cellular phones cannot be used properly because the telecommunications equipment is basically functioned by SIM cards. One of the most popular prepaid SIM cards in Indonesia is XL-Axiata. This study aims to determine the effect of product quality and brand image on consumer loyalty behavior. This type of research uses quantitative methods with a sample size of 104 respondents. The sampling technique in this study used purposive sampling technique. The data collection technique in this study used a questionnaire. The results showed that the product quality variable had a positive and significant effect on customer loyalty; brand image had a positive and significant effect on customer loyalty; product quality and brand image simultaneously had a positive and significant effect on customer loyalty; Similarly, the Adjusted R Square value in this study obtained a value of 0.272, meaning that the product quality and brand image variables had an influence of 27.2% on customer loyalty.