The aim of this research was to the effect of supermarket’s image and the
service quality toward the loyality of ABC Supermarket customer Purbalingga.
Nowdays the consumers’ loyality was the most important thing for a company to
compete with order companies. An effort to maintain consumers’ loyality, the
company had to make good supermarket image and keep its quality of service.
The data of the research was collected through purposive sampling method
by giving questionnaire to the consumers of ABC Supermarket in Purbalingga.
The number of samples was 105 respondents. SPSS for windows 16 was used as
the metod of data analysis. The data that qualified to the validity and reliability
test was analyzed by double regression and classical assumptiontest test thus
resulted regression formula.
The dependent variable was costumer’ loyality, and the independent
variables were supermarket image and its service quality. The techniques of
hypotesis test were t test, f test and elasticity test. From the research, it could be
concluded that t-test result, the variable of supermarket image significantly
affected towards costumers’ loyality as well as the quality of service. The result of
f-test showed that the variables of supermarket image and its service quality
simultaneouslyaffected toward costumers’ loyality, whereas the results of elasticity
test showed that the image of supermarket was the most effective factor towards
costumers’ loyality of ABC Supermarket Purbalingga.