PENGARUH CITRA MEREK DAN PERSEPSI KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Pada Pelanggan Dirty Chick)

This study tries to analyze brand image and service quality towards
customer loyalty with intervening variables (case studies on dirty chicken
customers). In this study 186 samples were chosen using the non probability
sampling method, namely by purposive sampling technique, data collection
techniques using questionnaires. The analysis technique in this study uses a
model. With Amos 21.
Based on the analysis that has been done obtained that: (1) Brand image
does not affect customer satisfaction, (2) Service quality has a positive and
significant effect on customer satisfaction, (3) Brand image does not affect
customer loyalty, (4) Service quality has a positive effect and significant to
customer loyalty, (5) Customer satisfaction has a positive and significant effect on
customer loyalty, (6) Customer satisfaction is not able to mediate the influence of
brand image on customer loyalty, (7) Customer satisfaction is able to mediate the
effect of service quality on customer loyalty.