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PENGARUH CITRA MEREK, KUALITAS PELAYANAN, DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN

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ABSTRACT

Customer loyalty is an encouragement and behavior to make purchasing repeatedly and to build customer loyalty, then it can be a very valuable asset for the company. This study is aimed to examine the influence of brand image, service quality and customer satisfaction to customer loyalty. The population is all customers of Yamaha motorcycle in West Surabaya city. The samples are 100 customers who have been selected by using accidental sampling method in which the sampling is based on accidental that is anyone who accidentally meets the researcher can be used as samples. The data has been obtained by issuing questionnaires to the respondents. The analysis method has been done by using multiple linear regressions analysis with SPSS (Statistical Product and Service Solutions). The result of the analysis shows that brand image, service quality and customer satisfaction give significant and positive influence to the customer loyalty. It means that customer loyalty is influenced factually by brand image, service quality and customer satisfaction.

Keywords: Brand image, service quality, customer satisfaction, and customer loyalty

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Informasi Detil

Judul Seri

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No. Panggil

AMM17/116 Iva p

Penerbit

: ., 2017

Deskripsi Fisik

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Bahasa

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Klasifikasi

AMM17/116

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Tipe Media

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