PENGARUH BRAND IMAGE DAN SERVICE QUALITY TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN

Abstract

The purpose of this research is to find out that brand image and the service quality has direct influence to the customer loyalty or it is mediated by the customer satisfaction. The population is the regular customer of PT Mitra Pinasthika Mustika in Surabaya and the samples are 110 people. Path analysis method is used as the analysis technique.The result of the test shows that the influence of brand image, service quality, and customer satisfaction variables each of them has significant influence to the customer loyalty. Brand image shows the positive and significant influence to the customer satisfaction. Service quality shows the positive and significant influence to the customer satisfaction. This condition can be concluded that brand image and service quality can have direct significant influence to the customer loyalty. When it is mediated by customer satisfaction these two independent variableshave significant influence to the customer loyalty. This result reflects that brand image and service quality can have direct influence or indirect (mediated) by the customer satisfaction to the customer loyalty.
Keywords: Brand Image, Service Quality, Customer Loyalty, and Customer Satisfaction.