PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN OBJEK WISATA MIFAN WATER PARK DAN RESORT DI PADANG PANJANG DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING

Abstract

This study was aimed to determine the effect of service quality on customer satisfaction attractions mifan water park and resort in Padang Panjang with a brand image as an intervening variable. The population in this study is a customer who has visited attractions Mifan Water Park and Resort in Padang Panjang. The sampling technique using purposive sampling method, the number of samples used were 100 respondents. Data analysis technique used to test the hypothesis is simple linear regression and linear regression stratified. The study found that the quality of service significantly influence customer satisfaction attractions mifan water park and resort in padang panjang the through brand image as an intervening variable, the role of brand image as an intervening variable partial. Keyword : Quality Of Service, Brand Image, Customer Satisfaction