Pengaruh citra merek dan kepuasan pelanggan terhadap loyalitas pelanggan kosmetik

  • Moh. Budi Darma Universitas Pamulang
  • Sulaiman Effendi Universitas Muhammadiyah Sumatera Utara
  • Ajeng Adinda Trias Juari Universitas Muhammadiyah Sumatera Utara

Abstract

  • Purposes   -  This study aims to analyze several problems, including the influence of brand image on customer satisfaction; the influence of the brand image on customer loyalty; the effect of customer satisfaction on customer loyalty; and the influence of brand image on customer loyalty mediated by customer satisfaction. 

  • Methods   -  This research approach classified as a quantitative research approach. The sample of this research was 51 respondents by using accidental sampling. Data collection techniques used questionnaires, and technique of data analysis was path analysis (path analysis). 

  • Findings  -  The conclusions of this research are as follows: First, the direct effect of brand image on customer satisfaction was positive and significant; Second, the direct impact of the brand image on customer loyalty was positive and significant; Third, the direct impact of customer satisfaction on customer loyalty was positive and significant; and Fourth, the influence of brand image on loyalty was mediated by customer satisfaction. 

  • Keywords  -  Brand image, Customer satisfaction, Customer loyalty.    

10.5281/zenodo.1236827

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Published
2018-02-28
How to Cite
DARMA, Moh. Budi; EFFENDI, Sulaiman; JUARI, Ajeng Adinda Trias. Pengaruh citra merek dan kepuasan pelanggan terhadap loyalitas pelanggan kosmetik. Jurnal Riset Sains Manajemen, [S.l.], v. 2, n. 1, p. 1-8, feb. 2018. ISSN 2597-4726. Available at: <http://ejurnal.id/index.php/jsm/article/view/117>. Date accessed: 21 may 2018.
Section
Articles