Pengaruh Harga, Kualitas Produk, & Brand Image Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Kasus Pada Chiken Pooh Kota Malang)

Abstract

Abstract

This study aims to determine the effect of price, product quality, & brand image on customer loyalty through customer satisfaction. This study uses a quantitative method with descriptive analysis. The number of samples used was 78 respondents at Umkm Chicken Pooh Malang City. Data collection used a questionnaire with a Likert scale measurement while the analysis used was instrument test, path analysis, hypothesis testing, t test, and Sobel test with SPSS 16.0 tools. The results of this study indicate that price, product quality, & brand image have an influence on customer loyalty through customer satisfaction.

 

Keyword: Price, product quality, brand image, customer satisfaction, & customer loyalty