PENGARUH CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING PADA PT.JNE CABANG PADANG

Abstract

The research aims to determine the effect of brand image and service quality to customer loyalty with satisfaction as an intervening variable on the user JNE service in Padang town. The research uses purposive sampling technique. The member of sample used eighty respondent. 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 service quality to customer loyalty with satisfaction as an intervening variable on the user JNE service in Padang town .The results of this study found that brand image have a significant effect on customer loyalty . Then the brand image and service quality significantly influence customers' satisfaction . Customer satisfaction as an intervening variable does not affect the relationship of brand image and service quality on customer loyalty.Researchers advice to companies in order to further improve the company Parties attention to customers PT.JNE to support customer satisfaction and loyalty.
Keywords: Brand image, service quality, costumer satisfaction,costumer loyalty