Institutional Repository | Satya Wacana Christian University: Pengaruh Brand Relationship Terhadap Loyalitas pada Batik Lesmono, Semarang

ABSTRACT

This research purposes to analyze the effect of brand relationship toward loyalty in Batik
Lesmono store, Semarang. To answer the research question, the concept of brand relationship
and customer loyalty are explained. Sampling technique used is purposive sampling. The
analysis technique used is regression model.
From the data analysis, a conclusion can be drawn that brand relationship influence
significantly toward customer loyalty. The better brand relationship is, the higher the loyalty.

Keywords: brand relationship, loyalty.