Improving Customer Loyalty of Batik Yoga Art in Semarang

Susetyo Darmanto (Department of Management, Fakultas Ekonomika dan Bisnis, Universitas 17 Agustus 1945 Semarang)
Rachmah Dewi Larasatie (Department of Management, Fakultas Ekonomika dan Bisnis, Universitas 17 Agustus 1945 Semarang)

Value Added: Majalah Ekonomi & Bisnis
Vol 21, No 1 (2025): VALUE ADDED : MAJALAH EKONOMI DAN BISNIS (Periode April)

This research aims to determine how Batik Yoga Art customer loyalty in Semarang is influenced by brand equity and product quality. The population of this study consisted of 100 respondents, and the sampling techniques used were quota and accidental sampling. The data source comes from primary data, which was collected through a questionnaire. The data is analyzed using multiple linear regression. The finding shows that brand equity has a positive and significant impact on customer loyalty. Further results also show that product quality has a positive and significant impact on customer loyalty. The implication suggests that Batik Yoga Art enhances innovative product esthetic with more interesting and up-to-date trends.