Analysis of the Influence of Brand Image on Consumer Loyalty of Aqua Drinking Water (Study of Aqua User Consumers in Maospati District)

The aim of this research is to determine the influence of brand image on consumer loyalty of Aqua Bottled Drinking Water in Maospati District, Magetan Regency. The research population was 586 people with a sample size of 86 respondents. Data collection used a questionnaire with a Likert scale as a measurement tool. The variable used is Simamora's Brand Image (2011) which consists of three parts, namely a) Maker/Company Image (Corporate Image), b) User Image and c) Product Image and Loyalty Consumers Kotler and Keller (2016: 164), a) Repeat purchases (loyalty to purchases), b) Retention (resistance to negative influences regarding the company), c) Referalls (referring to the total existence of the company). Data processing uses Microsoft Excel, and processed using SPSS for Windows Release 16.0 software. Research analysts use Simple Linear Regression Analysis and hypothesis testing uses the t test and Coefficient of Determination. The research results show that brand image influences consumer loyalty for Aqua Bottled Drinking Water in Maospati District, Magetan Regency. This is proven by the statistical results of the t test where tcount is 16.140 > ttable 1.988 and has a significant value of 0.000 < 0.05, which means that H0 is rejected and Ha is accepted, which means that the brand image variable has a significant effect on consumer loyalty and the rest is explained by other factors. which was not researched