PENGARUH CITRA MEREK TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI MEDIASI PADA PRODUK VIVA KOSMETIK DI KOTA SURABAYA
ABSTRACT: This research aim to
analyze the effect of brand image and customer loyalty with customer
satisfaction as a mediates at Viva cosmetic products in Surabaya. This research
uses SEM (Structural Equation Modeling), and sampling technique used in this
research was non-probability sampling technique with using 100 repondents. Characteristics
responden of the study of were women aged 18-55 years with domiciled in the
city of Surabaya, has a job and use the Viva Cosmetic products.
The results of this study indicate that there are significant functional
benefits and the symbolic benefit to customer satisfaction and customer
loyalty. The results also indicate that there are significant customer
satisfaction to customer loyalty and show that there are significant consumer
satisfaction as a mediating variable between functional benefits and symbolic
benefits of consumer loyalty.
Keywords: Brand Image,
Functional Benefit, Symbolic Benefit, Customer Satisfaction, Customer Loyalty
Penulis: PRISKA NITA
ANGGRAENI
Kode Jurnal: jpmanajemendd130717
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