PURCHASE DECISION BETWEEN CONSUMER LOYALTY AND BRAND IMAGE

Abstract

This study aims to determine and analyze the effect of consumer loyalty and brand image on
seafood food purchasing decisions. The analytical tool used in this study is multiple linear
regression analysis, T-Test and F-Test and Determination Coefficient. With SPSS The results
of the research show that partially consumer loyalty and brand image influence the decision
to buy seafood. Likewise, the results of other hypothesis tests indicate that simultaneously the
independent variable of consumer loyalty and brand image influences buying decisions. Thus
the results of this hypothesis test are in line with several previous studies. Consumer loyalty is
the commitment of customers to a brand, store, or supplier based on the very positive nature
of long-term purchases, whereas brand image states that a brand has strong roots when the
brand is associated with values that represent or are desired by consumers.