Pengaruh Customer Perceived Value terhadap Brand Loyalty melalui Customer Satisfaction sebagai variable intervening pada produk MS Glow di Kota Malang

Elizabeth Nataline

Jurnal Strategi Pemasaran
Vol 8, No 1 (2021): Jurnal Strategi Pemasaran

This study aims to analyze the influence of Customer Perceived Value on Brand Loyalty through customer satisfaction as an Intervening Variable on MS Glow products in Malang City. The data in this study were collected through an online survey by distributing questionnaires to 156 respondents. The research method used is a quantitative approach using Partial Least Square and SPSS. The results of the study prove that Customer Performance Value is positively related to Customer satisfaction, Customer Performance Value is not positively related to Brand Loyalty, Customer Satisfaction has an effect on Brand Loyalty and Customer Perceived Value has an effect on Brand Loyalty significantly through Customer satisfaction as a mediation.