PENGARUH ASOSIASI MEREK, KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN PADA MINUMAN ISOTONIK POCARI SWEAT DI KOTA PADANG DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING

Abstract

This study aimed to determine the effect of brand association, product quality on customer loyalty in an isotonic drink Pocari Sweat in the desert town with satisfaction as an intervening variable. The sample in this study is that consumers who consume beverage Pocari Sweat in Padang amounted to 138 respondent’s. The sampling technique is purposive sampling. Data analysis method used is multiple linear regression analysis, simple regression analysis and multilevel regression analysis.The results of this study found that the association of brand and product quality significant positive effect on customer loyalty and brand associations and product quality significant positive effect on customer satisfaction, customer satisfaction is a significant positive effect on customer loyalty, customer satisfaction can not mediate the relationship between brand association with customer loyalty while customer satisfaction mediates the relationship between quality products with customer loyalty in an isotonic drink Pocari Sweat in Padang. Keywords: brand association, product quality, customer loyalty, customer satisfaction