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

Abstract

This research aims to examine the influence of brand image, price, and . service quality on customer loyalty through satisfaction as intervening variable (case of facial treatment consumer at Nanisa Beauty & Dental Clinic Sidoarjo). Population in this research is member or consumer who have registered and do facial at Nanisa Beauty & Dental Clinic. The sampling technique that been used is purposive sampling method, the sample size determined by using Lemeshow' s fonnula then obtained as many as 100 peoples. The analytical method that been used is path analysis method with using SPSS (Statistical Product and Service Solutions) application tool. The results showed that the brand image, price, and service quality have positive and significant impact on customer satisfaction. Brand image and price have positive and insignificant influence to the consumer loyalty, and service quality have positive and significant influence to the consumer loyalty. While consumer satisfaction has a positive and significant impact on the consumer loyalty. These results indicates that the consumer satisfaction mediates the influence of brand image, price, and service quality on consumer loyalty.
Keywords: Brand image, price, service quality, consumer satisfaction, and consumer loyalty.