Penelitian ini bertujuan untuk menganalisis pengaruh citra merek (brand image) terhadap loyalitas konsumen produk stater pack XL Bebas di Bandung. Salah satu cara untuk mempertahankan loyalitas konsumen adalah dengan membangun citra merek yang baik dibenak konsumen. Sehingga perusahaan dapat meraih keunggulan dalam kompetisi. Data yang digunakan dalam penelitian ini diperoleh dari kuisioner yang diberikan kepada para pengguna stater pack XL Bebas. Metode analisis yang digunakan adalah uji statistik deskriptif, uji validitas dan uji realibilitas uji normalitas, uji korelasi spearman, uji regresi logistik. Citra pemakai dianggap memiliki kemampuan mempengaruhi persepsi pelanggan dan loyalitas terhadap barang dan jasa yang ditawarkan (Zeithaml dan Bitner, 1996). Hasil dari penelitian ini menunjukan bahwa citra pemakai (user image) secara signifikan berpengaruh terhadap loyalias, terlihat dari angka Sig. bahwa citra pemakai (user image) memiliki nilai (0.0130) yang artinya 0.05 Kata kunci : Citra perusahaan, Citra pemakai, Citra produk, Loyalitas konsumen

This research aims to analyze the influence of brand image on consumer loyalty of products stater pack XL Bebas in Bandung. There are several ways for a company to face and lead the competition in today's business world, one of which is to maintain customer loyalty by establishing a good brand image inside consumers. The data used in this research is obtained from through questionnaires distributed to the users of starter pack XL Bebas. The analytical method used in this research were descriptive statistics test, validity and reliability test, normality test, Spearman correlation test, and logistic regression. Image of the user is considered to have the ability to influence customer perceptions and loyalty to the goods and services offered (Zeithaml and Bitner, 1996). The results of research showed that the user image has influenced significantly on the customersÂ’ loyalty as the user image variable (0.0130) is under 0.05 level of Significant. Because the company always pay attention in the choice of endorser is used in the XL Bebas starter pack to gain market share as much as possible in order to achieve maximum market volume and increased customer loyalty. While the corporate image variable and the product image has significant value > 0.05. Keywords : Corporate image, User image, Product image, Consumer loyalty

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