PENGARUH KUALITAS LAYANAN, BRAND IMAGE (CITRA MEREK), DAN HARGA TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN

Abstract

This research aims to examine the effect of service quality, brand image, and price on customer satisfaction and customer loyalty at the Islam Hospital Jemursari Surabaya. The reseacrh was quantitative. While, the sampling collection technique used non-probability sampling, in which there was no equal opportunity for each member of population to be selected as sample. The type of sample used in this research is accidental, which is a sampling technique based on the coincidence of who accidentally meets the researcher. Based on the non-probability sampling method, 100 samples were obtained at the Islami Hospital Jemursari Surabaya. In addition, the data analysis technique used path analysis with SPSS version 25 (Statistical Product and Service Solution). The results of this research is showed that service quality, brand image and price gave a positive and significant effect on the customer satisfaction. Service quality has a positive and significant effect on customer loyalty. Price has a negative and significant effect on customer loyalty. Brand image has a positive and not significant effect on customer loyalty.
Keywords: service quality, brand image, price, customers’ satisfaction, customers’ loyalty