THE EFFECT OF BRAND IMAGE AND SERVICE QUALITY ON CUSTOMER LOYALITY WITH CUSTOMER SATISFACTION AS INTERVENING VARIABLES Andriasan Sudarso, Lili Suryati and Icha Puja Natasyah Br Sitepu
Sekolah Tinggi Ilmu Ekonomi IBBI, Medan, Indonesia
Abstract
This study aims to determine the influence Brand Image and Service Quality directly to Customer Satisfaction and Customer Loyalty. This study also examine the influence of Brand Image and Service Quality indirectly to customer loyalty through customer satisfaction.The research method used is quantitative descriptive research method. This research data is obtained from the distribution of questionnaires. The population was taken from customers of PT BPR PijerPodiKekelengen Branch of SimpangSelayang as many as 342 people and a sample of 77 people with the Slovin formula. Data analysis using WarpPLS approach. WarpPLS is one of the variance-bassed SEM statistical methods designed to solve multiple refressions when specific data problems occur, such as very small sample size, missing values and multicollinearity. PLS is an alternatice approach that shifts from a Covarian-based SEM approach to a variance-based.The results showed that there was a significant direct impact between brand image and service quality on customer satisfaction as well as on customer loyalty. And Customer Satisfaction has influence on Customer Loyalty. Brand Image has a positive and significant indirect impact on customer loyalty through customer satisfaction. Service quality also has a positive and significant indirect impact on customer loyalty through customer satisfaction.
Keywords: Brand Image, Service Quality, Customer Satisfaction, Customer Loyalty
