ANALISIS PENGARUH KUALITAS LAYANAN DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Smartphone Samsung di Semarang)

Abstract

ABSTRACT
Technologydevelopmentsaregettingfasterandfaster,thisleadstointense
competition between companies. Companies must retain their customers by building
loyalty so that consumers do not switch to competitors. Seeing these conditions, this study
aims to analyze service quality and brand image on consumer loyalty through customer
satisfaction as an intervening variable for Samsung consumers in Semarang.
The population used in this study are consumers who have purchased smartphone
Samsung more than 1 time or consumers who have used smartphone Samsung for more
than 1 year in Semarang. The number of samples used in this study were 150 respondents.
The method of data collection is done through a questionnaire. The data obtained were
then processed and analyzed using the Structural Equation Modeling (SEM) analysis
techniques with AMOS 24.0 analysis tool.
The results of this study indicatethat Customer Satisfaction has a positive and
significant effect on Customer Loyalty. Service Quality has a positive and significant effect
on Customer Loyalty. Service Quality has a positive and significant effect on Customer
Satisfaction. Brand Image hasa positive and significant effect on Customer Loyalty. Brand
Image has a positive and significant effect on Customer Satisfaction. Service Quality has a
positive and significant effect on Brand Image.