ABSTRAK
Penelitan ini menunjukkan pengaruh brand awareness dan brand image terhadap
customer loyalty produk air purifier dan water purifier (studi kasus PT. Coway
International Indonesia) dengan sampel responden konsumen sebanyak 71
responden. Hasil uji t parsial menunjukkan bahwa nilai signifikasi variabel X1
terhadap variabel Y adalah 0,00 < 0,05 dan nilai t hitung = 19,383 > 1,995 dengan
nilai koefisiensi regresi sebesar 0,544, variabel X2 terhadap variabel Y adalah 0,00
< 0,05 dan nilai t hitung = 19,288 > 1,995 dengan nilai koefisiensi regresi sebesar
0,535, menunjukkan bahwa variabel X1 dan X2 mempunyai pengaruh positif
terhadap variabel Y sebesar 0,544 atau 54,4?n 0,535 atau 53,5%. Hasil uji f
simultan 279,509 > nilai f Tabel 3,13. Artinya terdapat pengaruh positif brand
awareness dan brand image terhadap customer loyalty.
Kata Kunci : brand awareness, brand image, customer loyalty.

ABSTRACT
This research shows the effect of brand awareness and brand image on customer
loyalty of air purifier and water purifier products (case study PT. Coway
International Indonesia) with a sample of 71 respondents. The results of the partial
t test show that the significance value of the ?1 variable to the Y variable is 0.00 <
0.05 and the t value count = 19.383 > 1.995 with a regression coefficient of 0.544,
the ?2variable to the Y variable is 0.00 < 0.05 and t value count = 19.288 > 1.995
with a regression coefficient of 0.535, indicating that the variables ?1 and ?2 have
a positive influence on the Y variable of 0.544 or 54.4% and 0.535 or 53.5%.
Simultaneous f test results 279.509 > f value Table 3.13. This means that there is a
positive effect of brand awareness and brand image on customer loyalty.
Keywords: brand awareness, brand image, customer loyalty.