Influence of Brand Images, Service Quality, Trust on Customer Satisfaction and Customer Loyality (original) (raw)
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This study aims to examine the effect of brand image on customer loyalty through customer satisfaction. This study used quantitative methods and the technique used in sampling was non-probability sampling, accidental sampling. The data collection method uses a questionnaire with a Likert model scale that measures the independent variable (brand image), the dependent variable (customer loyalty), and the intervening variable (customer satisfaction). The sample used was 120 respondents, where the respondents were people who had visited the Padang Restaurant "Murah" in Malang City. The analysis tool used is path analysis using smartPLS. Based on the results of this study indicate that brand image has a significant direct effect on customer loyalty, besides that there is an indirect effect between brand image on customer loyalty through customer satisfaction. In the Sobel test, the results showed that brand image has a significant effect on customer loyalty through customer satisfaction. The implication of this research is that Padang Restaurants "Murah" must remain active in improving service quality and product quality in an effort to provide a consistent good impression for a good brand image so that customers can be satisfied which with this satisfaction will make customers loyal.
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The high level of competition causes several companies experiencing business bankruptcy. In the last 6 years, based on data from several Bali Branch Logistics Associations, it shows a decrease in the number of association members. This study aims to analyze and determine the effect of service quality, customer satisfaction, company image on customer loyalty at PT. Gajah Gotra Bali. The research was conducted on 100 employees through interviews and questionnaires. Data were analyzed using the Smart PLS-SEM version 23.0 program. The results showed that service quality has a significant positive effect on customer satisfaction, company image and customer loyalty. Customer satisfaction has a significant positive effect on customer loyalty. Company image has no effect on customer loyalty. Customer satisfaction is able to mediate the service quality relationship to customer loyalty. Company image is not able to mediate the relationship between service quality and customer loyalty.