Pengaruh Service Quality dengan Brand Image terhadap Customer Retention pada store Guardian di Mall Central Park Jakarta

Fida Hasanah (Universitas Trisakti)
Sofiya Mustofa (Universitas Trisakti)

Jurnal Ilmiah Wahana Pendidikan
Vol 9 No 17 (2023): Jurnal Ilmiah Wahana Pendidikan

The purpose of this study was to examine the effect of service quality on customer retention by mediating brand image on customers of Guardian Mall Central Park Jakarta. The research methodology uses quantitative primary data and involves the validity and reliability test stages. Data collection was carried out through the use of questionnaires, and as many as 53 respondents managed to collect valid data. The sampling method used in this research is non-probability sampling using purposive sampling technique. For data analysis, researchers used tools such as SPSS version 21 and AMOS for Structural Equation Modeling.