PENGARUH BRAND IMAGE DAN HARGA TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING

Abstract

This research aimed to examine empirically the effect of brand image and price on customer loyalty through the customer satisfaction as an intervening variable. The number of samples used 100 respondents with purposive sampling for respondent technique. The method used descriptive analysis and simple regression analysis, multiple and multilevel. The results showed that the brand image and price significant effect on customer loyalty Yamaha V-Ixion city in Padang through customer satisfaction as an intervening variable, and the satisfaction variable a role as a full intervening
Keyword : Brand image, price, satisfaction and custumer loyalty