Analisis Peran Brand Image dalam Membangun Loyalitas Pelanggan pada Salon Tiara di Kota Makassar

Abstract

This study aims to describe and analyze the influence of Brand Image on customer loyalty at Tiara Salon in Makassar City. This study uses a descriptive qualitative approach with a case study design. Research informants were selected using a purposive sampling technique and consisted of the salon owner, two employees, eight regular customers, and eight new customers. Data collection techniques were conducted through observation, semi-structured interviews, and documentation. Data validity was tested using source triangulation, technical triangulation, and time triangulation. While data analysis was conducted through the stages of data reduction, data presentation, and conclusion drawing. The results show that Tiara Salon's Brand Image is formed through four main aspects: perceived quality, brand associations, brand awareness, and brand trust. Perceptions of quality are built through professional service, satisfactory service results, cleanliness, and punctuality. Brand associations are formed through a family-friendly atmosphere, friendly service, affordable prices, and comprehensive services. Brand awareness develops primarily through word-of-mouth recommendations, even when the salon's social media presence is inactive. Meanwhile, brand trust is built through consistent service quality, honesty, and responsibility in meeting customer needs. These four aspects create a positive experience that encourages customers to return, recommend Salon Tiara to others, and continue to use the salon despite the availability of similar alternatives. Brand Image has a strong influence on forming and maintaining customer loyalty at Salon Tiara in Makassar.