PENGARUH SERVICE QUALITY, CUSTOMER SATISFACTION, DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY (STUDI PADA KEDAI SERLOK KOPI CABANG MULYOSARI SURABAYA)

Abstract

This research aimed to examine the effect of service quality, customer satisfaction, and brand image on customer loyalty at Serlok Kopi cafe (A Study at Serlok Kopi cafe, Mulyosari, Surabaya). The research was quantitative. Moreover, the population was visitors of Serlok Kopi cafe, Mulyosari, Surabaya which were unknown in number. Furthermore, the data collection technique used accidental sampling with 100 respondents as the sample. The data were primary with questionnaires as the instrument. The questionnaires were distributed to the respondents. Additionally, the data analysis technique used multiple linear regression. The result of the classical assumption test which consisted of normality, multicollinearity, and heteroscedasticity tests showed that all variables had fulfilled the criteria. In addition, the proper model test which used F-test and determination coefficient showed that the regression model was properly used. While the result of the hypothesis test concluded that service quality, customer satisfaction, and brand image had a significant effect on customer loyalty.