PENGARUH BRAND IMAGE DAN COUNTRY OF ORIGIN TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN PADA PRODUK TV SAMSUNG DI SURABAYA
ABSTRACT: The purpose of this
study was to test brand image and country of origin to satisfaction and
customer loyalty on samsung tv product in Surabaya. In this research, predicted
that those two independent variables could measure satisfaction and customer
loyalty as dependent variables.This study using SEM analysis to analyze brand
image and country of origin to satisfaction and customer loyalty. while
sampling in this study using purposive sampling method so the samples that used
in this study has 150 respondent. This study concluded that brand image and
country of origin can affect customer satisfaction and customer loyalty. Brand
image significantly influence consumer satisfaction, country of origin
significant effect on customer satisfaction, and customer satisfaction
significantly influence customer loyalty.
Penulis: YONATHAN TEDJA ABDI
Kode Jurnal: jpmanajemendd130683
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