PENGARUH KUALITAS PRODUK, CITRA MEREK DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN EXCELSO CABANG AHMAD YANI SURABAYA

Abstract

This research aimed to analyze the effect of product quality, brand image, and customer satisfaction on customer loyalty. The independent variable wascustomer loyalty. While the dependent variables were product quality, brand image,and customer satisfaction. The population was customers at Excelso, a branch of Ahmad Yani,Surabaya. Furthermore, the data collection technique used purposive sampling. Meanwhile, the data sampling technique used accidental sampling. This sampling was applied accidentally, in which the sample was taken on purpose with certain criteria. Moreover, the data analysis technique used multiple linear analysis and classical assumptions which consisted of a normality test, multicollinearity test, autocorrelation test, and heteroscedastic test. Based on the research result, it concluded that customer satisfaction had apartial effect on customer loyalty at Excelso, Ahmad Yani, Surabaya. However, product quality had an insignificant effect on customer loyalty at Excelso, Ahmad Yani, Surabaya. Likewise, the brand image had an insignificant effect on customer loyalty at Excelso, Ahmad Yani, Surabaya.