Jurnal Manajemen FE-UB
Vol. 10 No. 2 (2022): Jurnal Manajemen FE-UB

BRAND IMAGE DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN (STUDI KASUS PADA PT PRUDENTIAL LIFE ASSURANCE JAKARTA)

Cicih Ratnasih (Unknown)
Yolanda (Unknown)
Ukkap Johannes Siagian (Unknown)

Article Info

Publish Date
24 Nov 2022

Abstract

Abstract This research was conducted with the aim of knowing the effect of Brand Image and Quality of Customers who visit on Customer Loyalty of PT. Prudential Life Assurance Jakarta. The data used in this study are primary data collected through questionnaires and other literature studies. The population in this study were customers of PT. Prudential Life Assurance with a sample size of 100. The data analysis technique uses path analysis with the help of the SPSS 22 analysis system. The results showed that partially and simultaneously on Brand Image and Service Quality variables had a significant effect on Customers and Customer Loyalty.   Keywords: Brand Image, Service Quality, Customers and Customer Loyalty

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Journal Info
Jurnal Manajemen FE-UB
Website

Abbrev

manajemen

Publisher

Universitas Borobudur

Subject

Decision Sciences, Operations Research & Management Other

Description

Jurnal Manajemen FE-UB is a journal published by the Faculty of Economics, Universitas Borobudur. This journal aims to publish scientific publications that focus on management-related topics: Marketing, Green Management Finance and Banking, Strategic Management, Operation Management, Human Resource ...