<![CDATA[This study aims to analyze the effect of product quality and brand image on the loyalty of Faznet internet service users in Padang City. The background of this research is based on the increasing competition in the internet service provider industry, characterized by the growing number of competitors and the decline in Faznet’s customer growth in 2024. This research employed a quantitative approach with a survey method by distributing questionnaires to 137 respondents who are Faznet customers in Padang City. The sampling technique used was purposive sampling with the criteria of customers who had subscribed for at least six months, while the data were analyzed using multiple linear regression with SPSS. The results showed that product quality had a positive and significant effect on customer loyalty, as did brand image, which also had a positive and significant effect on customer loyalty. Simultaneously, product quality and brand image positively and significantly influenced the loyalty of Faznet customers in Padang City. These findings emphasize that improving service quality and strengthening brand image are crucial factors in maintaining and increasing customer loyalty.]]>
Copyrights © 2025
