PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN KUALITAS LAYANAN TERHADAP LOYALITAS KONSUMEN DI BIOSKOP EMPIRE XXI THE PREMIERE YOGYAKARTA

Consumer loyalty is something that plays an important role in the survival of a company. The desire of consumers to continue to use a company's productswill increase sales which will ultimately increase the company's income. Thepurpose of this study was to determine the effect of brand image, price perception and service quality on consumer loyalty at Cinema XXI The Premiere Yogyakarta. The type of data in this study is primary data. The research sample was students of Muhammadiyah University of Yogyakarta who had purchased tickets and watched at Cinema XXI The premiere cinema, which was obtained by purposive sampling technique, so that a sample of 162 respondents was obtained. The analysis technique uses multiple linear regression analysis with the SPSS for windows version 17 program. The results of the study show that 1) Brand image, price perception, and service quality together affect consumer loyalty; 2) Brand image has a positive effect on consumer loyalty; 3) Price perception has a positive effect on consumer loyalty; and 4) Service quality affects consumer loyalty