PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN KEPUASAN TERHADAP LOYALITAS PELANGGAN KATRU SIMPATI DI KOTA PADANG

Abstract

This study was conducted to analyze the effect of brand image, product quality, and customer satisfaction to loyalty. This study uses SPSS and this research is a quantitative study in which the primary data collected through questionnaires distributed to 100 respondents using purposive sampling technique, with Criteria samples were consumers who had been on a sympathy card is more than 1 (one) year and the consumers who use sympathy card as his first card, because consumers with these criteria can be said to be loyal. The results of this study indicate that the brand image, product quality, and customer satisfaction significantly affect customer loyalty.
Keywords: Brand image, Product Quality and Customer Satisfaction, Customer Loyalty