PENGARUH KUALITAS PRODUK, CITRA MEREK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN

Abstract

This research aims to find out and analyze the effect of product quality imagery on loyalty and brand image on customer loyalty. To know the quality of the product to customer satisfaction and brand image to customer satisfaction in honda brand car users in Sidoarjo. The research was quantitative moreover, the data collection technique used purposive sampling, in which the sampling was based on criteria given furthermore, based on the sampling, there were 100 respondents as sample. Additionally, the data analysis technique used Smart PLS 3.0 in order to examine the product quality , brand image on customers’ loyalty through customer satisfaction. According to the research resul, it concluded as follows: (1) product quality had a positive and significant effect on customer satisfaction. (2) product quality has a significant effect on customer loyalty. (3) brand image has a positive and significant effect on customer satisfaction (4) brand image positively and significantly affects customer loyalty. (5) customer satisfaction has a positive and significant effect on customer loyalty.
keywords: product quality, brand image, customer loyalty, customer satisfaction