PENGARUH CITRA MEREK DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN MENGGUNAKAN 3SECOND DI KOTA PALU

HARIANTI, DIAN

E-JOURNAL MANAJEMEN FE UNTAD
Vol 1, No 3 (2015)

This study aims to study the effect of brand image and service quality on customer satisfaction and customer loyalty. The sample in this study amounted to 100 customers who bought 3Second products in Palu City. Sampling is done by using Purposive Sampling and Accidental Sampling. This research uses path analysis tool to test hypothesis. The results of this study indicate that brand image and service quality have a positive and significant influence on customer loyalty. Meanwhile, customer satisfaction also has a positive and significant impact on customer loyalty. This study also shows that to maintain customer loyalty, 3Second should improve the quality of its services and brand image in order to increase customer satisfaction that will impact on high customer loyalty.