PENGARUH CITRA PERUSAHAAN DAN HARGA TERHADAP LOYALITAS PELANGGAN PADA D’COST RESTAURANT PLAZA ANDALAS PADANG DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING

Abstract

This study examined the effects on the company's image and price to customer loyalty in D'cost Restaurant plaza andalas padang with customer satisfaction as an intervening variable, the respondents in this study is the Customer at D'cost Restaurant plaza andalas field. With a sample size of 80 respondents, technical sample is purposive sampling method. Data were collected through questionnaires given directly to respondents. The method used is descriptive analysis and inferential analysis using multiple linear regression, simple linear regression and multilevel linear regression.
The results of this study found that, testing the hypothesis that trust and a significant impact on customer loyalty, the image of the company and the price has a significant influence on customer satisfaction, customer satisfaction significantly affect customer loyalty, customer satisfaction has a significant influence as an intervening variable between trust and loyalty customers and significantly affect customer satisfaction as an intervening variable between corporate image and customer loyalty.
Key word :company's image, price, satisfaction and loyalty