Brand Loyalty and Brand Image as Determinants of Purchase Behavior of Undergarment Consumers in Region XI

Abstract

In any business organization, changing purchase behavior is a significant challenge in economic development. Hence, the study highlights the relationship between brand loyalty and brand image on purchase behavior. In the data analysis, multiple regression analysis was utilized. A total of 345 respondents were purposely chosen and participated in the survey. Empirical findings showed that the level of brand loyalty is oftentimes evident, brand image is favorable, and purchase behavior is oftentimes practiced. Results further exhibited that brand loyalty and brand image in their individual capacity can significantly influence purchase behavior. As a model, 34.3% of the variation in purchase behavior can be attributed to the combined influence of brand loyalty and brand image. This infers that this study does not cover other variations equivalent to 65.7% that may significantly influence purchase behavior.