<![CDATA[The growth of the ice cream industry resulted in intense competition in the industry. This research was conducted with the aim of identifying the impact and relationship between perceived value, brand image, and service quality on consumer loyalty in Mixue. The writer is interested in examining the effect partially. This research is included in the category of explanatory research which aims to explain the causal relationship between the variables studied through hypothesis testing. The sampling method used is non-probability sampling using a purposive sampling method, in which respondents must be at least 17 years old and have purchased products at Mixue outlets in Malang City. Data analysis in this study was carried out using the SPSS 24 application (Statistical Package for the Social Sciences) to perform multiple linear regression testing. Abstrak Pertumbuhan industri es krim mengakibatkan ketatnya persaingan pada industri tersebut. Penelitian ini dilakukan dengan tujuan untuk mengidentifikasi dampak dan hubungan antara perceived value, brand image, dan service quality terhadap loyalitas konsumen di Mixue. Penulis tertarik untuk meneliti pengaruh secara parsial. Penelitian ini termasuk dalam kategori penelitian eksplanatori yang bertujuan menjelaskan hubungan sebab-akibat antara variabel yang diteliti melalui pengujian hipotesis. Metode sampling yang digunakan adalah non probability sampling dengan menggunakan metode purposive sampling, di mana responden harus berusia minimal 17 tahun dan pernah melakukan pembelian produk di gerai Mixue di Kota Malang. Analisis data dalam penelitian ini dilakukan menggunakan aplikasi SPSS 24 (Statistical Package for the Social Sciences) untuk melakukan pengujian regresi linear berganda.]]>
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