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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Mutia Rahma Lativah
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Decision Sciences, Operations Research & Management

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The Influence of Perceived Value, Product Design, and Brand Image on Customer Loyalty Mutia Rahma Lativah; Firdausiah, RR. Ayu
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.18

Abstract

Purpose – This study aims to examine the effects of perceived value, product design, and brand image on customer loyalty in the context of Batik Sekar Jagad Kebumen. Design/Methodology/Approach – This study employed a quantitative explanatory research design. Data were collected from 135 customers of Batik Sekar Jagad Kebumen who had made at least two purchases, using a non-probability purposive sampling technique. The data were analyzed using multiple linear regression with IBM SPSS Statistics. Findings – The results indicate that perceived value, product design, and brand image each have a positive and significant effect on customer loyalty. Simultaneously, the three variables significantly explain customer loyalty, suggesting that enhancing product value, developing attractive product designs, and strengthening brand image are key drivers of sustainable customer loyalty in the batik industry. Originality/Value – This study contributes to the consumer behavior and branding literature by integrating perceived value, product design, and brand image into a single empirical model within the context of Indonesia's batik industry. The findings extend the understanding of customer loyalty in traditional cultural industries undergoing dynamic market changes and provide practical insights for batik entrepreneurs in developing competitive products and strengthening brand positioning to foster long-term customer loyalty.
Co-Authors Firdausiah, Rr. Ayu