The aim of the research was to analyze the effect of brand, product image,
and service recovery toward the customers’loyalty. The research method was
survey method.
This research took place in Waroeng Special Sambal (SS) in front of GOR
Satria Purwokerto. This research used 100 customers of Waroeng Special
Sambal (SS) in front of GOR Satria Purwokerto as the research respondentd. The
proof of hypothesis in this research used multiple linier regression and elasticity
analysis. The results of the research were: 1) Brand had an effect on the
customers’ loyalty, 2) Product image had an effect on the customers’ loyalty, 3)
Service recovery had no effect on the customers’loyalty, 4) Brand had the biggest
effect on the customers loyalty.