ANALISIS PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi pada Pelanggan Air Minum Dalam Kemasan Club di Semarang)
Abstract: This research is
motivated by the decrease in customer satisfaction of Club mineral water that
can influence the loyalty of Club mineral water customers. Based on the
problem, this research aims to examine the effect of product quality and brand
image on customer loyalty through customer satisfaction as the intervening
variable.
This research was conducted by distributing questionnaires to Club mineral
water customers in Semarang with purposive sampling method. The samples used
were 100 respondents of Club mineral water customers. The data were processed
using software SPSS 23, and the analysis used were multiple linear regression
analysis and test of Sobel to test the mediation effect of the independent
variable to the dependent variable.
The result showed that product quality and brand image have positive and
significant effect to customer satisfaction with the result of Y1 = 0,331 X1 +
0,463 X2, and brand image, product quality, and customer satisfaction have
positive and significant influence to customer loyalty with the result Y2 =
0,206 X1 + 0.318 X2 + 0.311Y1. The result of the Sobel test shows that there is
influence between product quality to customer loyalty through customer
satisfaction as the intervening variable. Similarly, the brand image variable
has an influence on customer loyalty through customer satisfaction. This is
because of the value of t arithmetic higher than t table.
Keywords: Product Quality,
Brand Image, Customer Satisfaction, Customer Loyalty
Penulis: Tias Widiaswara, Sutopo
Kode Jurnal: jpmanajemendd171007
