PENGARUH KUALITAS LAYANAN DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN.

Abstract

This researchis aimed to analyze the influence of service quality and brand image to the customer loyalty through customer satisfaction at PT. Indosat Ooredoo.The object of research is the influence of service quality and brand image to the customer loyalty through customer satisfaction at PT. Indosat Ooredoo (case study at STESIA Surabaya). The sample collection technique has been done by using Accidental sampling method, it is a non-probability sampling technique in which the researcher takes samples according to the provisions or sample requirements of certain population which is the easiest to be reached or obtained or it can be interpreted that the researcher take the samples in random order (whenever and wherever the researcher can find) as long as the sample of particular population is qualified to be selected. In this research the numbers of samples are 100 questionnaires. The analysis technique has been done by using Path analysis with the assistance of the SPSS.The result of the research shows that service quality give significant influence top the customer satisfaction. Brand image gives significant influenceto the customer satisfaction. Service quality give significant influenceto the customer loyalty. Brand image give significant influence to the customer loyalty. Customer satisfaction gives significant influence to the customer loyalty.
Keywords: brand image, service quality, customer satisfaction, customer loyalty