The Influence of Brand Image, Digital Marketing, and Price Perception on Customer Loyalty Aqila Snack
DOI:
https://doi.org/10.29407/025s0n02Abstract
Research Aim : This study concentrates on researching and evaluating the influence of brand image, digital marketing, and price perception on Aqila Snack customer loyalty. Also, look for these variables that have the greatest impact on customer loyalty.
Design/Method/Approach : This research used a quantitative approach supported by causality analysis was applied. One hundred respondents were selected through targeted purposive sampling. Data were processed using IBM SPSS v23 Statistics, using classical assumption tests, multiple linear regression, the coefficient of determination (R²) and hypothesis testing with t-tests and f-tests.
Research Findings : The research analysis reveals that Brand Image (X1) has a positive effect on customer loyalty (Y) with a score of 0.490. Digital marketing (X2) has little positive impact with a value of 0.003. Price perception (X3) also has a positive impact on customer loyalty with a value of 0.468. Overall, brand image, digital marketing, and price perception significantly impact Aqila Snack customer loyalty.
Theoretical Contribution/Originality : Existing literature provides minimal insight into the combined effects of brand image, digital marketing and price perception on customer loyalty, especially in the context of the local snack market. This would expand our comprehension of three factors that interact and influence customer loyalty in the local food service sector, particularly in the snack industry such as Aqila Snack.
Practitionel/Policy implication : Aqila Snack needs to improve its brand image through consistent product quality, optimize digital marketing using social media platforms (Instagram, TikTok and WhatsApp Business), and maintain the perception of affordable, value-based pricing to increase customer loyalty.
Research Limitations : The research was conducted with a relatively small sample and focused exclusively on Aqila Snack customers in certain regions. To obtain more comprehensive results, future studies should include larger sample sizes, broaden geographical coverage, and include additional variables such as customer satisfaction or quality of service.
Keywords:
Brand Image, Digital Marketing, Price Perception, Customer LoyaltyDownloads
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