ANALYSIS OF THE INFLUENCE OFPRODUCT QUALITY AND BRAND IMAGE ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION ORIFLAME IN PADANG

Abstract

This study aimed to analyze the effect of product quality and brand image on customer loyalty through customer satisfaction Oriflame in Padang. The population in this study are consumers Oriflame in Padang. The number of samples in this study using the theory (Sekaran, 2006) where the number of variables multiplied by 20, then this study the number of respondents is 80. The sampling technique used was purposive sampling. The result showed the product quality and brand image affects customer loyalty amounted to 78.6%, product quality and brand image affects customer satisfaction 93.2%, consumer satisfaction affects customer loyalty amounted to 71,3%, and product quality and brand image no longer affect consumer loyalty after being controlled by variable customer satisfaction, otherwise there will be full intervening. Full intervening in question is the independent variable on the dependent variable was no longer significant effect after being controlled by an intervening variable.
Keywords: Product Quality, Brand Image, Customer Loyalty, Customer Satisfaction