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Journal of Management, Economic, and Accounting
Published by Universitas Dehasen Bengkulu
ISSN : -     EISSN : 29624134     DOI : -
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
Journal of Management, Economic, and Accounting is a peer-reviewed journal. JMEA invites academics and researchers who do original research in the fields of economics, management, and accounting, including but not limited to: Management Science Marketing Financial management Human Resource Management International Business Entrepreneurship Economics Monetary Economics, Finance, and Banking International Economics Public Economics Economic development Regional Economy Accounting Sciences Taxation and Public Sector Accounting Accounting information system Auditing Financial Accounting Management accounting Behavioral accounting
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 1 Documents
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Search results for , issue "Vol. 5 No. 2 (2026): April" : 1 Documents clear
Pengaruh Citra Merek dan Persepsi Kualitas Terhadap Loyalitas Konsumen Pada Toko Emas Merlin Bandar Lampung Dewi, Devi Mala; Sari, Wenny Permata
Journal of Management, Economic, and Accounting Vol. 5 No. 2 (2026): April
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i2.1284

Abstract

Competition in the jewelry industry requires business actors to build and maintain consumer loyalty through strengthening brand image and quality perception. Merlin Gold Shop Bandar Lampung as a relatively new business still faces challenges in maintaining consumer loyalty amid competition with established gold stores. This study aims to evaluate the impact of quality perception and brand image on consumer loyalty at Merlin Gold Store in Bandar Lampung. This study uses a causal associative approach with a quantitative methodology. Questionnaires were distributed to 100 respondents, and data were collected through multiple linear regression analysis with IBM SPSS Statistics version 27. Research shows that consumer loyalty is strongly influenced positively by the perception of quality and brand image. Simultaneously, consumer loyalty has been shown to be significantly influenced by the perception of quality and brand image. These results show that consumer trust and satisfaction can be improved with a strong brand image and perceived high-quality products. The study's conclusions reinforce the idea that local gold stores should implement important strategies to grow and maintain consumer loyalty, including consistently improving product quality and strengthening brand image.

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