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All Journal Riset Ilmu Manajemen Bisnis dan Akuntansi
Nanda Novita Sari
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Citra Merek dan Harga terhadap Loyalitas Konsumen pada Mixue di Daerah Istimewa Yogyakarta Yasinta Defriani Astin; Nanda Novita Sari; Kristiana Sri Utami
Jurnal Rimba : Riset Ilmu manajemen Bisnis dan Akuntansi Vol. 3 No. 3 (2025): Agustus : Jurnal Rimba : Riset Ilmu manajemen Bisnis dan Akuntansi
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/rimba.v3i3.2045

Abstract

This study aimed to analyze the influence of price and brand image on Mixue consumer loyalty in Yogyakarta. Employing a quantitative approach with 50 respondents, data were collected through questionnaires and analyzed using multiple linear regression. Validity and reliability tests demonstrated a robust research instrument. Classical assumptions were met. The F-test indicated a significant simultaneous effect of price and brand image on consumer loyalty (p < 0.05). However, the t-test showed that only brand image had a significant partial effect (p < 0.05), while the effect of price was insignificant (p > 0.05). This finding has implications for Mixue's marketing strategy in Yogyakarta, emphasizing the importance of a strong brand image.
Co-Authors Kristiana Sri Utami Yasinta Defriani Astin