PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING PADA PENGGUNA SPEEDY DI KOTA PADANG

Abstract

The development of information and communication technologies to encourage consumers to increase the intensity of the use of technology in everyday life . Internet is one of the development of information and communication technology that offers the sophistication , practicality , and convenience . This study aims to determine the effect of brand image and product quality to customer loyalty with satisfaction as an intervening variable in the user speedy in the city of Padang .The sample in this study was 80 respondents who use Speedy subscribers in the city of Padang . The sampling technique was purposive sampling . The type of data used is primary data through questionnaires . Data analysis method used is multilevel regression analysis . Hypothesis testing using t-test statistical test to prove the influence of brand image and product quality to customer loyalty with satisfaction as an intervening variable in the user speedy desert town .The results of this study found that brand image and product quality have a significant effect on customer loyalty . Then the brand image and product quality significantly influence customers' satisfaction . Significant effect on customer satisfaction and customer loyalty customer satisfaction meintervening relationship between brand image and product quality with customer loyalty in the desert town speedy user . Keywords : Brand Image , Product Quality , Customer Loyalty , Customer