PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN AUTOBRIDAL DI KOTA PADANG DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING

Abstract

Autobridal a vehicle washing service providers, Autobridal as large service companies have branches in different places and have a large customer. To maintain Autobridal customers should be able to create a loyal customer. The main objective of this study was to examine the impact of service quality, customer loyalty Autbridal by Brand image as an intervening variable. The method used descriptive analysis and simple regression analysis and multilevel. The results showed the quality of service and brand image are found to have a significant effect on customer loyalty, quality of service is also a significant effect on the brand image, and brand image also serves as an intervening variable between service quality on customer loyalty (partial intervening).
Keywords: quality of service, brand image, customer loyalty