Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Bisnis dan Kewirausahaan
Alex Santana
Universitas Tarumanagara
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Brand Image Terhadap Kepuasan dan Loyalitas Pelanggan pada PT. Brand X di Jakarta Alex Santana; Keni Keni
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 4, No 4 (2020): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v4i4.8678

Abstract

The aim of this study are : First, to explore the effect of brand image on customer loyalty. Second, to explore the effect of brand image on customer satisfaction. Third, to explore the effect of customer satisfaction towards customer loyalty. Fourth, to find out if customer satisfaction can mediate brand image towards customer loyalty.  The method of data collection is convenience sampling.  The samples of this research are collected from 135 respondens, who are the customers of Brand x in Jakarta.  The technique of data analysis used in this study was regression analysis and mediating test to find put the hypotheses. The results are : (a) the effect between brand image have a significant and positive impact toward customer loyalty; (b)  the effect between brand image have a significant and positive impact toward customer satisfaction; (c) customer satisfaction has a positive impact on customer loyalty; (d) customer satisfaction will mediate the effect of  brand image towards customer loyalty.
Co-Authors KENI KENI