PENGARUH CITRA MEREK, KUALITAS PELAYANAN, DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN

Ivan Octora    Lubis; Suwitho  Suwitho

Ivan Octora Lubis
Suwitho Suwitho

Keywords: Brand image, service quality, customer satisfaction, customer loyalty

Abstract

Customer loyalty is an encouragement and behavior to make purchasing repeatedly and to build customer
loyalty, then it can be a very valuable asset for the company. This study is aimed to examine the influence
of brand image, service quality and customer satisfaction to customer loyalty. The population is all
customers of Yamaha motorcycle in West Surabaya city. The samples are 100 customers who have been
selected by using accidental sampling method in which the sampling is based on accidental that is anyone
who accidentally meets the researcher can be used as samples. The data has been obtained by issuing
questionnaires to the respondents. The analysis method has been done by using multiple linear regressions
analysis with SPSS (Statistical Product and Service Solutions). The result of the analysis shows that
brand image, service quality and customer satisfaction give significant and positive influence to the
customer loyalty. It means that customer loyalty is influenced factually by brand image, service quality
and customer satisfaction.

Keywords:Brand image, service quality, customer satisfaction, and customer loyalty