The purpose of this study was to analyze the effect attraction of advertisement,
brand image and product quality partially and simultaneously on customer loyalty
to Close Up Toothpaste Products at Muhammadiyah University Students,
Purwokerto. The population of this study were students who had purchased Close
Up toothpaste more than 2 times during the last 3 months. The sampling technique
used was non-probability sampling with purposive sampling method. Total of
samples is 105 respondents with several criteria that have been required.
Collecting data using a questionnaire. The results of the regression analysis show
that attraction of advertisement partially has a significant positive effect on
customer loyalty, brand image partially has a significant positive effect on customer
loyalty, product quality partially has a significant positive effect on customer
loyalty, simultaneously attraction of advertisement, brand image and product
quality has an effect to customer loyalty.