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All Journal Jurnal Papatung : Jurnal Ilmu Administrasi Publik, Pemerintahan dan Politik
Robert Aprioman
Universitas Esa Unggul
Humanities Social Sciences

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PENGARUH CITRA MEREK DAN PROMOSI TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING PADA PRODUK KANTONG PLASTIK TOMAT Sugiyanto; Robert Aprioman
PAPATUNG: Jurnal Ilmu Administrasi Publik, Pemerintahan dan Politik Vol 4 No 2 (2021): JURNAL PAPATUNG Volume 4 Nomor 2 Tahun 2021
Publisher : GoAcademica Research dan Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/japp.v4i2.464

Abstract

The purpose of this study was to analyze the effect of brand image and promotion on consumer loyalty with satisfaction as an intervening variable on tomato plastic bag products. This type of research uses associative research. The data source used is the primary data source. In this study the dependent variable is loyalty (Y), the independent variable is brand image (X1) and promotion (X2), and the intervening variable is consumer satisfaction (Z). The data test in this study consisted of a validity test, a reliability test and a path analysis test. Based on the analysis of the research data, it can be concluded that: 1) Brand Image (X1) and Promotion (X2) affect satisfaction (Z); 2) Brand Image (X1) and Promotion (X2) affect Loyalty (Y); 3) Satisfaction (Z) has an effect on Loyalty (Y); and 4) Brand Image (X1) and Promotion (X2) have an influence on consumer loyalty through consumer satisfaction of Tomato brand Plastic Bag Products.
Co-Authors Sugiyanto