PENGARUH KUALITAS PRODUK, BRAND IMAGE TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING

Damayanti, Cintya
Wahyono, Wahyono

Management Analysis Journal
Vol 4 No 3 (2015): Management Analysis Journal

__________________________________________________________________________ The purpose of this research is to know the influence of Product Quality to the  Satisfaction, the influence of Brand image to the Satisfaction, the influence of Product Quality to the Customers’ Loyality, the influence of Brand image to the Customers’ Loyality, the influence of Customers’ Satisfaction to the Customers’ Loyality, the influence of Product Quality to the  Customers’ Loyality by Customers’ Satisfaction, and the influence of Brand image to the Customers’ Loyality by Customers’ Satisfaction. The population of this research is the customers who consume instant noodle Supermi. The samples have been taken in this study is not known for certain. The technique of this research uses iteration formula. The methods of collecting data are quesioner. The analysis methods are path analysis. The result of this research is retrieved two equation path analysis, It shows us that Product Quality and Brand image influence the Customers’ Loyality directly and indirectly by the Satisfaction. The conclusion of this research is the Product Quality and Brand image influence directly and indirectly increasing Loyality by Satisfaction.